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r pi^fjcr^s LIBI^ ARY 

-7 76 



Digitized by the Internet Arciiive 

in 2013 



http://archive.org/details/sponsor17spon_2 



40c a copy and $8 o year 7 OCTOf.E 1963 

SPONSOJt 



THE WEEKLY MAGAZINE RADIO, TV A 






USE 



Opinions vary 
on new ARF 
plan to gauge 
audience p. 25 

CONTENTS— »e€ p. 6 



(9 



<y -f 



f> ^ (^ yy.-^. 

O <i- _ -N^. 




storybook Market . . . scores of small cities-thousands of big dairy-farms ^ 

HERE'S WE LAND OF MILK & XONEY! 



GREEN BAY, NA/ISCONSIN 

.ANS, Gc j<?' • Rtp'5i 




NO OTHER STATION 

CAN MAKE THIS 

STATEMENT 

5 CONSECUTIVE YEARS 



MOBILE-PENSACOLA 



tmmm 
February March 1963 




1962 1961 I960 1959 




® 



Exception To Tin* Rule 

WKRG -TV — Mobile— Pensacola 

has averaj^ed SOf^ or iiioro sharr of 
audieiKM^ in every iMaroh ARB iiiea^iireiueiit 
since 1959. from 9 a.m. to midnight. ^ 

Note: The dates use^l hnreln art- estlmalfs from Manh .VllH siineys It'.V.i through 

11*63. Audience mea-iurenu-nt (.latii arc estimates unb" — subje<'l to tie/ eels arnl 

limitations of soiin-e material and methtids. Hence, they may not be accunie 

measures of a inie auiltence 

Represented by H'R Television, Inc. 

or call 

C. p. PERSONS, Jr., (;eiieral Manager 



•3 station VHP market. 



'SPONSOR-WEEK 



Ijktc newt 

ill tv/rMli<i advrrtiiiag 

7 (Xinbrr 1963 



NABET ok's contract: Ixsngest term contract 
for engineers yet negotiated has l>e<Mi drawn 
U|> U'twcon llu* National Assn. of Broadcast 
Employees and Technicians and Metromedia 
for KTTV, Los Angeles. Pact calls for imme- 
diate salary increases, inclusion in company 
pension plan for union employees during con- 
tract period, improvement of sick leave l>ene- 
fits, streamlining and improvement of griev- 
ance machinery, and severance pay for termi- 
nation resulting from automation. Contract 
period is 1 July 1963 to 1 July 1964. 

Debbie Reynolds to tv: Actress Debbie Rey- 
nolds is entering tv, at least on the production 
side, MGM revealed today. Studio said M-iss 
Reynolds and Columbia Pictures exec Irving 
Briskin are moving their newly formed Har- 
man Enterprises to MGM next week and will 
jointly develop tv projects and or packages, 
including both series and specials. The actress, 
who has l>een rarely seen on tv, is president of 
Harman. Briskin, who serves as v. p., is resign- 
ing from Columbia after 32 yeare. Although 
no mention was made of tv on-screen plans 
for Miss Reynolds, it is anticipated she will 
undertake series or specials should she find 
properties she likes. 

FTC attacks cJrug claims: Commission shows 
no lack or pep or vigcjr, in its continuing cni- 
sade against false advertising claims. Latest 
target is Vitamin Industries, Omaha, which 
advertises its tliree products in newspapers, 
tv, and radio as iK-neficial for sufferers of arth- 
ritis; rheumatism; brittle or dull fingeniails; 
falling hair; dry, leather)-, or coarse textured 
skin, and lack of pep, vigor, and energ)-. In 
its consent order prohibiting Vitamin Indus- 
tries from making false therapeutic claims, 
FTC notes that company must not use such 
claims in die future unless advertising clearly 
reveals that Guardian 12 Plus Vitamins and 



Cal Plex F Vitamins will be beneficial only in 
a small minority of p^'rsons whose symptoms 
are cause<l by an otablished deficiency of 
specific vitamins or Niacinamide, and that 
Guardian A/D/E/ Plex will l>e of no lienefit 
in the treatment of arthritis and rheumatism 
or any other aches or pains. 

National Car Rental seeking agency: 

J. Walter Thompson has resigne<i the S2 mil- 
lion National Car Rental System account, ef- 
fective at the selciiion of a new agency. 
National uses both radio and tv, and spent 
some SI million in latter last year. 

Shell buys Willie Mays: Shell Oil, via Ogilvy, 

Heii«in \ Mather, riKide a list-minute buy of 
half of NIC TV's A Man Called Mays, just 
l)efore the hour special was due to air Sunday 
opposite CBS' Elizabeth Taylor in London. 
Coupled with a previous sab- by NBC of one 
minute to United Vintners (Italian Swiss Col- 
ony Wine), via Honig-Cooper & Harrington, 
San Francisco, the Shell buy left the web with 
two open minutes which were sold on a co-op 
basis by local stations. 

The losers won: The New York Yankees, 
which, according to the percentages, were the 
U'st team in baseball this year, clearly lost 
the New York tv ratings game to the much- 
goose-egged Mets. Both Nielsen and Arbitron 
figures credit the Mets with a winning score in 
the ratings handl)ooks, if not on tlie stadium 
scorelx)ard. The final score: Mets, according 
to Nielsen, won with an average quarter hour 
rating of R..S (20.7^^ share); .\rbitron pro- 
claimed the Mets winners with a rating of 5.6 
(15.1%). The Yanks scored a Nielsen of 
6.6 (16.5% share), and an .Arbitron of 4.9 
(13.4% share). WOR-TV carried the Mets 
games: V^'PIX, the Yankees. 



'SPONSOR-WEEK 



7 October 1963 



FCC-uhf drive continues as planned: FCC 

doesn't intend to relax its aim of full use of 
uhf channels in U. S. tv service; plans no gen- 
eral changes in principles of the allocations 
table, and is keeping the cut-off date for manu- 
facture of sets other than all-channel receivers 
at 30 April 1964. This was disclosed last week 
in effort to calm fears of the Electronic Indus- 
tries Assn. that FCC was considering large- 
scale changes in tv channel allocations, detri- 
mental to the all-channel set progress. Oral 
argument on the question of drop-in vhf's in 
seven markets took place Friday (4). Uhf op- 
erations, EIA, and the Assn. of Maximum 
Service Telecasters are opposing the drop-ins, 
while ABC and individual applicants favor a 
third vhf drop-in in two markets. A close 
FCC vote to kill the drop-ins, made last May, 
could, he reversed if new commissioner Lee 
Loevinger switches former chairman Minow's 
"no" vote to his own affirmative one. 

Metromedia sells KOVR-TV: At weekend, 
Metromedia announced the sale of KOVR-TV, 
Stockton-Sacramento, to McClatchy Newspa- 
pers for some $8 million, subject to FCC ap- 
proval. It acquired the station from the Gannett 
newspaper chain in Februaiy 1960 for $3.5 
million. Metromedia president John W. Kluge 
said KOVR is being sold to enable his com- 
pany opportunity to upgrade its broadcast 
facilities to acquisition of another tv station 
in a larger market. 

Four Star fiscal facts: Past two fiscal years 
have been transitional ones for Four Star Tele- 
vision, according to its top execs. Broadening 
of operations resulted in a virtual status quo 
financially, a situation which company expects 
will change for better in 1964-'65 fiscal year 
and beyond. For the year ended 29 June 1 963, 
company reported gross income of S22,076,- 
740 vs. $19,962,980 in the previous fiscal 
period. Net earnings after taxes, including 
non-recurring income for the 1962-'63 fiscal 
year, total $793,501 or $1.25 per share. In 



previous fiscal year net profit after taxes was 
$734,077 or $1.20 per share. Non-recurring 
income was tax-free payment of $500,000 
from company-held insurance policy on life 
of Dick Powell, late chairman of the board 
and one of Four Star's founders. Since begin- 
ning of past fiscal year. Four Star has moved 
from being almost entirely a producer of net- 
work tv shows, to a tv syndicator. Four Star 
Distribution Corp., formed in September 
1962, has grossed $5 million in sales ;a motion 
picture producer (Out of Toivners is now in 
production, Cassandra al the Wedding is in 
production); and has entered the music pub- 
lishing, records, and albums business. 

Non-alignment policy: FCC commissioner 
Lee Loevinger has denied he's "lined-up" with 
chairman E. William Henry on proposed rule- 
making to incorporate NAB's commercial 
codes as federal regnlations. It was generally 
felt in the industry that the liberal Loevinger. 
along with Henry and commissioner Kenneth 
A. Cox, would favor the rule-making, pres- 
ently opposed by the four more conservative 
commissioners (sponsor, 30 September). Ad- 
dressing an RAB Management Conference last 
week at Palo Alto, Loevinger said he hasn't 
decided his position on the proposed rule, and 
that "public interest" would be his "guiding 
principle." Predicting the outcome of the 
issue, he thought any eventual rules would be 
at least slightly different than the NAB Codes 
and might l)e "substantially different." On the 
subject of audience measurement, Loevinger 
cited his degree in survey work, and said: 
"I've been outraged over the years by the kind 
of nonsense being peddled by Nielsen. Nielsen 
comes in and gives a very pious defense in 
which he quotes recognized principles of re- 
search. The trouble is that the principles have 
nothing to do with the type of activity which 
this company happens to be engaged in. It's 
like a bank robber quoting the Ten Com- 
mandments." 



\\M\r IS rm mivsihi oi \ i?komh:\siin<. ^imion 




llow (loo a ^olf pro incn^iirr a iiiill?' 
H(»u (Iocs an a«lN rrti>>iii^ pro mra^iirr a -talioii'' 

• One measure of a broadcasting station — the events of sijnial local importance it brinjfs to the air. 

• One such — Hartford's $40,000.00 Insurance City Open [)roadcast live by WTIC Television and Radio 
1959. 1960, 1961, 1962, 1963. 

• TV Anchor Man 1959, 1960, 1961, 1962, 1963— Claude Harmon, 1948 Masters winner. 

• Staff— eipht WTIC and WTIC-TV reporters— forty-eight technicians and production personnel. 

• Kquipment— six cameras— fourteen microphones— five walkie-talkies— one mile of television cable. 

• Network radio- Fed to NBC's Monitor. 

• Sponsors— The Connecticut Bank (^- Trust Company, The Hartford Insurance Group, 1%1, 1962, 1963 
and, very likely, 1964. 



WTIC(XTV3/AM/FM 

Broadca.<it House, .3 Constitution Plaza, Hartford, Connecticut 06115 

WTIC-TV is represented by Harrinprton*. Righter* and Parsons', Incorporattxl 
WTIC AM-FM is represented by the Uenr\' I. C'hri.><t<ilt Comnany 

*Handirmp«— IS. IK and a. nupertivoly. 
M;u^ni«>y and Morcmn br»»d«T. 



SPONSOR 7 OCTOBER 1963 




LOCATED IN 
MISSOURI'S 

BIG 

THIRD MARKET 

DOMINATES 

THE $3.3 

BILLION MARKET 
IN 

59 COUNTY 

PRIMARY AREA 

KWTO delivers 270% more 
counties than the second sta- 
tion This means 145,573 

more population, $2,873,886, 
000 more C.S.I, and $2,034, 
538,000 greater retail sales. 

SRDS CM Data May 63 

. . . plus 

METROPOLITAN 
DOMINANCE 

The Morch, 1963, SpringlieM Mis- 
souri HOOPER shows KWTO with 
40.7% overoge share of audience 
(7 o.m.-6 p.m. M-F). The secono 
rated stotion delivers on overoge 
32.5% oil doy shore. 





on 560 kc with 
5 00 WATTS 

means if serves an area of 
60,000 sq. miles. It would 
fake 590,000 watts — or 118 
times the power than KWTO 
to serve the same are^ at 
1260 kc. 

Contacf: Sav;illi/Gates 
formerly Pearson National 
Rcprcscntitivcs, Inc. 



5000 watts 
560 kc 
abc 

Springfield, Missouri 




a, 



'SPONSOR 



7 OCTOBER 1963 



VOL. 17 No. 40 



25 



29 



39 



47 



43 



52 
54 

63 
64 



GENERAL 

ARF joins competition for rating laurels 

New proposal to conduct methodological audience measuremen 
studies brings varied \'ie\vs from industry executives 

ADVERTISERS 

Tv sponsors insist: our product is better 

Efforts to 'unseH" the competition approved by industry leaders, 
but network e.xecuti\es decry the practice as "degrading" 

AGENCIES 

''Soft, soft sell'' ads pushed at RAB meeting 

Moderate technique recommended by admen for radio advertising 
"which has made remarkable reco\ery, but not a comeback" 

Soft drinks in dietary food field seen booming 

Bottlers and "canners" flock into the field, bringing vast sum in nev 
broadcast revenue. Dollar potential $20-200 million 

TV MEDIA 

An interesting peep into viewer diaries 

System of tv audience measurement shows that program preference 
vary widely. Too-loud commercials one of tlie pet peeves 

RADIO MEDIA 

Spot radio (bilingual) sells gracious living 

English and French used in 60-second commercials to rent Fo) 
Worth garden apartments stressing the continental decor 



Stanton warns of "abuse, misuse'' of editorial 

CBS network president urges judicious use of the right in order t 
retain it and avoid "dangerous regulation of the power" 

SYNDICATION 



STATION REPRESENTATIVES 



DEPARTMENTS 

Calendar 22 

Commercial Critique 20 

555 Fifth 18 

Publisher's Report 9 



Sponsor-Scope 
Sponsor-Week 
Timebu\er's Corner 
\\'ashington Week 




SPONSOR® Combined with TV, U.S. Radio, U.S. FM®. ©1963 SPONSOR Publications I. 
EXLCUTIVE, EDITORIAL, CIRCULATION, ADVERTISING OFFICES:335 Fifth Ave., hi 
York 10017. 212 MUrray Hill 7-SOSO. 

MIDWEST OFFICE: 612 N. Michigan Ave., Chicogo 60611. MO 4-1166. 
SOUTHERN OFFICE: Box 3042, Birminghom, Alo. 35212. 205-FA 2-6528. 
WESTERN OFFICE: 601 Califo-nij Street, Son Francisco 94108. YU 1-8913. 
PRINTING OFFICE: 229 West 28th St., New York 10001, N. Y. 
SUBSCRIPTIONS: U.S. $8 o yeor. Canada $9 a year. Other countries $11 a yeor. Sir I 
copies 40{. Printed In U.S.A. Publist>ed weekly. Second class postage paid ot N.Y.C 

SPONSOR/7 OCTOBER Ml 




early in Atlanta! 

FALL SHOWS are "on the line". ..and according to our 
early reports, WAGA-TV should run up-the score again! Here, 
you get a proven CBS line-up, including 35 college and pro 
football games, and films of U. of Georgia football! NEW 
emphasis on 7 PM-syndication-lead-ins ... a new accent 
on PANORAMA News . . . supported by WAGA-TV's hardest- 
hitting all-media campaign! 

Put your schedule where people will see it ... on Georgia's 
largest circulation medium*. . . WAGA-TV, the Storer station 
in Atlanta. Ask your STORER TELEVISION SALESmen for 
choice Fall avails. 




ftrprrtrnteii b\ .S.'.jrrr I rirt itton >d;r« /'W 



*AtUinta Sruapaprr* Pub Stat^rnent 


« Mnnltlt yndinr 


H .1/ S.1 S1AR( H fiJ ARB SWKFP 






LOS ANGELES 


PHILADELPHIA 

U in.- 


CLEVELAND 


MIAMI 

HCBS 


TOLEDO 


DETROIT 


STORER 

Rfunc.tsnsc cnyHS) 


NEW YORK 


MILWAUKEE 


CLEVELAND 

i4 ii ; , 


AiLANiA 


TOLEDO , 


DETROIT 



SPONSOR 7 OCTOBER 1%S 



First in Hoosier Hearts 

Auto pioneer Elwood Haynes built first horseless carriage 
in Kokomo, 10 years before this 1904 Haynes Model. 




First in Hoosier Homes 



September 28, 1963 — A great Hoosier heritage 
was recaptured as the 5th Annual WFBM-TV 
Antique Auto Tour . . . sputtering but deter- 
mined . . . rolled through the Hoosier countryside 
from Indianapolis to Bloomington and back. The 
reception had not changed much from the first 
appearances of the "Haynes" back in 1894. Heads 
turned. Kids laughed. People all along the way 



cheered (more than 150,000 spectators last year) 
as some 150 famous-make vintage and antique 
automobiles brought a touch of automotive his- 
tory "Back Home Again in Indiana." 

WFBM-TV keeps in close touch with viewers 
in rich satellite markets surrounding Indianapohs. 
Let us show you why this makes Indianapolis dif- 
ferent from other TV markets. Ask your Katz man! 



WFBM TV 

D[j^[Q)Dz»x[j^za\PO[L0@ 

AMERICA'S 13TH TV MARKET • REPRESENTED BY THE KATZ AGENCY 



TIME 
LIFE 

BROADCAST 



SPONSOR/7 OCTOBER H3 



PUBLISHER'S 
REPORT 



Out* iiian'^ vicM iif 
%it;niiK'niit luippiMiinK% in 
liro.uli ;i\l ,icl\ rili\iiiu 



Open letter to Governor Collins 

KMt (ioVKKNOK: 

I Iun is ihc kind tit Irltn I lialc to wiilr. |-!>|ici i.ilU to mhi. It li.i|>- 
«-ii- tlhit 1 ailniiic riiaiu nl tlir things you >taritl for. aiul in m\ 
|)ini(it) voiii' oppoi lunitN to do good for vour industry in \\ a>liingtiin 
id rUf\N lu'r*' is nothing short of »-oh)ssal. 

Milt when vou roU'ase your remarks drlivcn-d at thf < l()«.rd nici-t- 
ig of thr NAH Codt' Board to the newspaper^ I'm hatlh-d atxl hcuihl- 
red. I lead ihtin a> |)rinlrd in the \i-\s ^ ork |)a|)rrx and I'm «-till in 
state ol >hoek. 

Kortunatelv. I rhecked on the uhoh> of your commentary and di>- 
overed that \oii were tpioted out ol context. I he good things you said 
ere (uniltcd and \onr athnonition to hroadcasters to trv to '*ri>e 
ho\e >imply heing helter and Ijclter moneymakers"" was bulls-eyed 
n tlie first paragra|)h. 

Hut what did vou expect? Von can't put amnuinition like that in 
lie h<nid> of an arch-coinp«Mitor without suiTering the consequences, 
seed 1 mention that the lhing> you can e\pre>s as constructive criti- 
ism within the confines of your own family (and I mean your hroad- 
ast family) are generally unfit for outside consumption. 

Hroadcasters are harassed and confused these day^ as never hefore. 
liev're worried not onlv hy a barrage of regulatory threats, hut an 
rosion of their free enterprise rights. As president of the NAB. it'> 
ou they must look to as their champion. You can't lend aid and 
omfort to the enemv (even innocently) and fulfill that role. 

The l)igg«'>t thing on the tninds of many of your con,stituent> right 
low is. •'Ha> the go\«M"nment become mv bo» in the minutae of my 
lailv operation?" Broadcasters should be reminded of their respon- 
ibilities and obligations, but they slu)uld be allowed to run their 
)wji >tation> as long a> they are licensed to do so. 

Itn told thai when vou were governor of Florida you took issues 

o the people with great success. The same technitpie can be used in 

i(ynir cases in vour present role. But not always. Some thing> mu>t b«" 

learly laUdetl confidential, private, and only-for-meml)ership-view. 

Sincerelv. 



^fT-TA^i^ 




SPONSOR 
not sold 

NN'idesprcad reports that 
SPONSOH lias been sold arc 
in circulation throusihoul tlie 
industrv-. They ;u"c incorrect. 
The fact: a snlistantial jmh- 



lishing house did pro|Xisi' a 
mercer. But at a mcclini; of 
the SPONSOH board last 
week the mercer projxisal was 
rejected, and it was decided 
to continue under exislinu 
ownership, management, and 
editorial ooh( iev. 




r 

Billion Dollar Spender 



North Carolina's Nonn c.roim.'. 

Ooidan 

biggest market — xri.nQi. 

tops in population, 
households, retail sales 



NO 1 MARKTT IN THr 



TELEVISION IS 

WINSTON SAUW/GMnNSeORO/NlCH POINT 



WHO'S GOT 
THE AUDIENCE IN 
THE ARK-LATEX? 



JUST 

GET THE "BOOK** 

(ARB or NSI) 

AND SEE! 



...AND YOU'LL BUY 
THE TOWER OF POWER 




CHANNEL 6 NBC FOR 
SHREVEPORT 



SPONSOR 



<>< loiU K I 'Mi'? 



'v-^: 



"^i 






\m 








i 



/ 



is the 

one-station 

networli 



This year there's a different look 
...a different feeling— an excit- 
ing new sight and sound of 
"network" on New York's Pres- 
tige Independent. 

Seven nights of every week, 
viewers will see the kind of 
shows on WPIX 11 that they 
might expect only from a net- 
work. Caliber shows. Unusual 
shows. Powerful shows. Pro- 
gramming that provides adver- 
tisers with impressive support 
for their important messages. 

If your "workhorse" is the 
60-second commercial, put it to 
work where every exciting min- 
ute counts— in Prime Time Pro- 
gramming with the Network Look 
—on WPIX; 11, the One Station 
Network. 

WPIX TV/11 

THE ONE STATION NETWORK 

NEW YORK 



Lett to KigM: 



r>r. ■-•)'.• Dick Pomfll. 

■ Donahue. ■Hawaiian 
■••w Allen. "The 

J .i „ -nd. ••Open £od", 

SfO»ows«<, -Great MutK" / Paul BuiM. 

oty: 



P j^ 



^ 



-»V 




r»pr*S«nrtd ty 
GnllM. WootfnrdL tMC 



c I9*J wn« II 



We're out 1 cabin cruiser - 

2 motorcycles, 28 transistor radios, 1 outboard motor 



But these prizes helped us prove a 
point. 

We held a contest a while back. 
More to measure the calibre than 
mere count of our listeners. We 
called it "The News-More-People- 
Quote Contest." It lasted 28 days 
and brought in 18,874 replies. 

By today's standards of 
around-the-world cruises and 
$100,000 checks, the prizes were 
not spectacular — and deliber- 
ately so. We were out to prove the 
quality of our audience. 

And we made it difficult for a 
contestant to enter. First, he had 
to listen to the station on a regu- 
lar basis to hear the latest ''quote 
clue." This was generally a quota- 
tion taken from a recently broad- 
cast statement by some prominent 
national or local figure. The 
trick was to identify who said it 
- and then to mail in this identifi- 
cation to the station. If this entry 
was correct, then it became eligi- 
ble to be included in the drawing 
for prizes. 



Considering the prizes and the 
difficulty in entering, the response 
was substantial and it told us 
plenty about the quality of our 
particular audience. ( 1 ) They like 
to be informed. (2) They remem- 
ber what they hear. (3) They 
respond intelligently. 

Isn't this the kind of attentive, 
responsive audience you're look- 
ing for each day? In weighing 
your client's media problems, no 
doubt your answer is ''yes." So 
why not call your Petryman today. 




WFAA 

820 



WFAA-AM-FM-TV 

Communications Center / Broad- 
cast services of The Dallas Morn- 
ing News / Represented by 
Edward Petry & Co., Inc. 



"SPONSOR-SCOPE 



7 (XTOBF.K im:i 



Inlerpretattoii and ootnm*nt>ry 
on cnoit iiKntficajit lv/r*<lio 
and nxarkrtuiK nrwi tt( the week 



Showdown on the rating-iange hassle (see page 28) is anticipated very soon. 

Chief counsel Charles P. Howze, Jr. of tlie special House aubcotiunittcsc hud- 
dled laat week willj number of key researciiera following AKF tKJssiuiis. Nubile 
original connnittee Uiinking was to make rating ranges the rule, Huwze, who will 
have voice in fmal action, is now understood to liave an "open mind." In conver- 
sations to gain added insight into the problem, Howze dug deeply to learn practi- 
cal problems involved. 

Though it's far from certain that rating ranges will be required, one service — 
AKB — says it will put red letter box on cover of reports advising clients to u«c 
"mid-points," if ranges come to pass. ARB's Jim Seller believes ranges would 
be deceptive and misleading, and proposes to make it clear. 

When discussing ranges, not everyone spells out clearly what they're advocating. 

While some want printed rangi' of 7 to 13 instead of a 10, for example, others 
are talking about the 10 witli a plus or minus three (considered less objectionable). 



One argument against Is impossibility of selecting single range for all uses. 

Printing one would force that particular prubabilit) on all u.m-i-< «iu1 it 
wouldn't fit needs of all. Inexperienced users might be led to believe true figure 
could be at any point witliin tliis range. And since ranges are based on probability 
sample, argument ignores other errors inherent in data, such as non-respon.HC. 

Ranges don't have to be symmetrical either; range for the 10 rating could be 
eight to 12, or nine to 13.5, to be hypothetical. .And diflerent services could print 
differing ranges too, unless someone made arbitrary decision. But who';:' Rating 
Council? Government? Should selection be one >igma (one standard error) giving 
two of three probability, or two sigma, for 19 out of 20 probability? 



Ranges would tend to emphasize extremes, it's also felt. 

Rather than lookuig at the middle figure, around which truth generally tends 
to cluster, buyers might use the lower side, sellers the upper figiire. to name an 
example. 

While it's good to remind people numbers aren't precise, why bring about all 
the confusion, one researcher asks. And if there's to be added cost and time spent 
to develop ranges, whv not spend the money instead for a bigger sample to reduc 
range 



CBS Radio Spot Sales believes in creating new accounts in book-publishing field. 

1..1-I uf«-k. Him (,ill)ert. the r«|) 111111- ca-tcrii >ales 111^1.. told a lunrhrrm 
meeting of the Publishers Advertising Club that too much hard-cover book ad- 
vertising was hidebound by newspaper thinking at a time when "informational 
service" radio was running up a strong record of reaching the suburban, higher- 
education homes in which most book sales occur. 

Gilbert punched home his points witli case histories for successful spot radio 
promotions for such recent books as Niven Busch's "The San Franciscans." How 
did it go over? "We really shook them up," said a CBS Radio Spot Sales source 
after the luncheon. 

II 



'SPONSOR-SCOPE 



7 OCTOBER 1968 



A new Pharmacraft product is making a sales "Gesundheit" in Omaha. 

The product is Tripirin, designed to alleviate allergies. It's getting the test- 
market treatment, via spot radio and through Papert, Koenig, Lois, in tlie Nebraska 
city. In Omaha, where the tall corn grows, the pollen count grows tall, too. There, 
it is often around 400 during the sneezing season, and has hit 800, (In New York, 
sufferers sneeze when it hits around 70). PKL considers the Omaha area "ideal" 
for the test. 



NBC TV is taking a tip from Wall Street in preparing show "appraisals." 

With a format almost identical to Merrill Lynch stock appraisal sheets, net- 
work has turned out first of new summaries on The Loretta Young Theater, with 
others to follow. Terms include, akin to their financial counterpart, share range, 
yield, recent developments, history, dividends, future prospects. Yield, to cite one 
example, lists the show's cpm homes at $1.35; cpm women at $1.50 for the '63 
fourth quarter. 



Is "Country and Western" music actually a Great-Outdoors misnomer? 

One station, KFOX, Long Beach, California believes it is. As a result, the 
well-known C&W station is now calling it "Country and folk" music. KFOX notes 
there is no longer any such thing as "Western" music being written. 

What is particularly interesting: "folk" music is, technically, not something 
"written" so much as it is just sort of whomped up one day, and then handed 
down for generations. With the current interest in folk music, a lot of folk-type 
music is being churned out in the wilds of Tin Pan Alley. 



With nearly all new network shows on the air, the rating picture has meaning. 

For the seven days ending 2 October, Trendex half-hour box-score by net- 
works in the 49 evening half hours looked like this: 

Network First Place Second Place Third Place 

ABC 9 18 22 

CBS 27 12y2 91/2 

NBC 13 18y2 I71Z 

While the wins by half-hour can be easily tabulated, there are many time 
periods where the rating separation is close, and could easily switch, from one 
column to another, making the final outcome still subject to question. 



You think New Yorkers have a wide choice of tv channels? Just hold your hat 

Officials of the Empire State Building recently had a survey conducted by 
RCA engineers to see how many uhf transmitters could be crowded onto the tower 
atop the world's tallest building. Answer: 12 more, in addition to the seven vhf, 
one uhf and five fm stations already there. 

One of the applicants lor a ulil channel to television from the Empire State, 
incidentally, is a group which wants to operate a Spanish-language tv service in 
the New York area. 



14 





v^ 



.V 



»;c>.: 1 



^"ii.\ 



/^C 



GROUP W MLANS SPECIALS FOR L IIILURI.N . . . 



T^/ICOS <J Jii/it ts ' ' 



Would you know four versions of "Romeo 
and Juliet"? Children do. Children in Boston, 
Baltimore. Cleveland. Pittsburgh, and San 
Francisco. They've just seen a new Group W 
Special. "Romeos and Juliets." A bit of 
Shakespeare, some Gounod, deux pas from 
an original ballet, and music from "West Side 
Story." Four variations in one hour-long show. 

"Romeos and Juliets" is the kind of en- 
tertainment that does more than entertain. 
It awakens a child's mind. Introduces him 



to art and literature on his own terms. Over 
the past two years. Group W has been pro- 
ducing children's specials— thirteen in all. 
Programs of fun like "Magic. Magic. Magic" 
with Magician Milbourne Christopher. Julie 
Harris and Zero Mosfel. Puppetry with Bil 
and Cora Baird and their marionettes. 

Children present a special challenge to 
a broadcaster. A challenge to stimulate 
their curiosity; open doors to new worlds. 
Group W uses its creative, management and 



financial resources to make ■ for 

young people something very s; :jgh 

programs like "Romeos and Juliets." 



GROUP 

w 



MSTWWV Mirv 
wnnmwm 



MSTWMHSI 



vmcamtm 





I 

what has an eye^Lpatc 




^' do with you ? 



Two things. 

One— it points out how brilliant a job 
advertising can really do. Two it proves that 
the advertiser who does it generally 
winds up with the business. 

The moral is obvious. 

Which brings up two things more. 

One there are some 7500 men and women 
involved in the purchase of national spot. 
Of this number ^the top 2000 control over 
95% of the total business. We call them 
the "influential 2000". The most economical 
way to pre-sell this "influential 2000" is 
via a schedule in SPONSOR because SPONSOR 
has the greatest penetration of influence 
with this "influential 2000" of any book 
in the broadcast field. 

Two — give your ads a "patch" of individuality. 
Without it— the page you buy is empty. 
With it — you can spark a purchase, increase a 
schedule, motivate a new appraisal, change 
a buying pattern and build your station's 
volume every year. 



SPONSOR 



THE WECKLV MACAZINC TV RADIO AOVCMTItKIIB UftC 



'555 FIFTH 



Letters to the Editor 



President and Publisher 
Norman R. Glenn 

E.\ociiti\e Vice President 
Bernard Piatt 

Secrctar>-Treasurer 
Elaine Coiiper Glenn 

EDITORIAL 

Editor 
Robert M. Grebe 

Exccuti\e Editor 
Charles Sinclair 

Senior Editor 

H. William Falk 

Art Editor 
John Brand 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 
NikiKalish 
Jacqueline Eagle 
Diane Halbert 

Copy Editor 
Tom Fitzsimmons 

Assistant Editor 
Susan Shapiro 

Washington News Bureau 
Mildred Hall 

ADVERTISING 

Soutliern Manaj^er 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Mid-Atlantic Manager 
John C. Smith 

Production Manager 
Mary Lou Ponsell 

Sales Secretary 
Mrs. Lydia D. Cockerille 

CIRCULATION 

Manager 
Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Gloria Streppone 
Mrs. Lillian Berkof 

ADMINISTRATIVE 

Assistant to the Publisher 
Charles L. Nash 

Aeconnting 
Mrs. Syd Guttman 
Mrs. Rose Alexander 
General Ser\ices 

George Becker 
Madeline Camarda 
Michael Crocco 
Dorothy Van Leuven 
H. Ame Babcock 



"A STEP FORWARD" 

Sponsor's "repackaged" look de- 
serves more than passing attention. 
I personally would like to congratu- 
late your fine staff on a real 
step forward in creating a logicalK 
streamlined format. 

Your insight in providing a time- 
conserving as well as essential pub- 
lication should be appreciated b\ 
all SPONSOR consumers — new and 
old alike. 

Frank M. Headley 

chairman of the board 

H-R Representatives 

New York 



OF GENUINE INTEREST 

Congratulations on your 30 Sep- 
tember issue! Beginning with Ken- 
singer Jones' "Commercial Critique" 
on the commercial co-efficient for 
success right through the 60-odd 
pages of this week's issue — exery 
single one of your feature articles is 
of genuine interest to everyone in 
this industry. Not only that, liut 
even statistics are presented in such 
a way that they are fun to read. 

Klaus Werner 

radio t\' director 

National Export Advertising Service 

New York 



ON RUNNING A STATION GROUP 

It was with great interest that 1 
read your publislier's report "If I 
Ran a Station Group," in the 23 
September issue of sponsor. 

As a station group, the ABC 
Owned Television Stations has rec- 
ognized the need for telling its stor\ 
for some time. Oiu- most recent ef- 
fort, a seven-page advertisement 
\\hich appeared in sponsoh and 
mam other trade and consumer 
publications, stressed the ability of 
our individual stations to make a 
positive contribution to tlieir own 
communities when supported by 
the collective strength of the group. 

We are now in the process of 
"telling" this same story througli a 
direct mail campaign to the Wash- 



ington community as well as to 
business, civic and religious lead- 
ers throughout the country. 

This is part of the ABC Owned 
Television Stations efforts to "prove 
how experience in several markets 
helps provide better service in 
each." But, I would like to point out 
that the ABC Owned Radio Sta- 
tions have been also telling this 
story for some time. We started 
long before we were "challenged." 
I think you will agree with me that 
all broadcasters should be ready, 
willing and able to put their indi- 
vidual and collective best on dis- 
play at all times. 

Symon B. Cowles 

director of advertising and publicity 

ABC Owned Television Stations 

New York 



INCREASED RADIO INTEREST 

I find it compIimentar>- and grati- 
fying to learn [see sponsor issue 23 
September, ".\RB-RKO join forces 
to study radio"] of the increased in- 
terest in radio not only by advertis- 
ers but hv research companies as 
well. 

The statement that . . . "radio list- 
ening has changed from a famih 
type activity to an individual or per- 
sonal activity" is not exactly a newj 
flash, but I'm glad to see that more 
people are picking up our lines. It 
can only help all of radio. 

Robert R. Paulc) 

President 

ARC Radio, New Yort 



AN EYE FOR THE GHOULS 

I want to take this opportunitv t( 
put down my thanks in writing fi> 
the wonderful job [sponsor] di 
with Ghoulardi in the 9 Septeml- 
issue. It truly was one of the fino 
articles I personal!}' have ever scci 
written on comprehensive, local sta 
lion merchandising and promotioi 
that resvdt in .sales. 

Sheldon A. Saltmar 

promotion manage 

WJW^TV. Cle\ elanc 



18 



SPONSOR 



OCTOBER 196: 




Wh.ii h.ipptiiN ill ihi- li.ilK of (ionyicNs. .mil cKc 
where in ilu- ii.iiion'') (.ipit.il.N ii.ill\ .illccts Im.il 
coiiiiininiiN life. \vt\ ofiin .i> (liri-(il\ .mil iiiiinc(Ii.itei\ .is 
ihc unrkiii^s of immi(i|).il i;o\crmiiciii. For this rc.iNon. ihc 
(;HS Ouiicil teU-\isioii si.iiions— (.li.miiol 'J in New ^ork. I.os 
Angeles. (Ifiic.ino; Ch.mncl 10 in IMiil.nli-lphi.i .in<l (lli.inncl 
•I in Si. Louis— Imm- i-Ni.iMisliol their own \\'.ishint;ton News 
Biire.iii.Io bring liieciii/ensof fixeni.ijor |K>|>ul.i(ion tenters 
direct news re{H>rtsof the l.itest li.ippeningsonthcWjshinRton 
scene wfiiih s|>eiifir.ill\ rel.ite to their Kk.iI (oiiiiniiniiies. 

Hiire.ui M.in.iKer (;orres|H)nilent is (oJin Kdw.irils. %ctcr.in 
(Capitol Hill .milW'hite House mwsman during ihrTriim.m 



I I I I iscnhower .111(1 Kennr<l% .idtninisir.iiioiis John 
/^^^%*%% I dw.irds' l).ukgroiind einbr.urs .ill major f.i(ris 

'^v ^ ol V\ .ishingion life: roxer.ige of "ilic Hill." cnn%ciition\. 

(.iiiu>.iigns. elections. Prcsidenii.il in.iiigiir.ils. inirmjtionji 
< rinferencc-s. )ohn t dw.irds .mil his st.ili gii.ir.inirc li\rl\. 411 
ihorit.iii\e <<>\er.igeof the I<h.iI .is|K'ctsol the n.iiion.il *ccnr 
I heW.ishingion New* Itiirr.iii. with its full tune sight .iiid 
sound f.icilitic> re.«l\ toc.ipiiire news on-thc sjkji. is ihr l.ii 
CM cx.iinple of the (;B,S Ownetl tclc\ ision siaiion*' cuntinuol 
I>ioncering ol new w.i\s to cxp.tnd the dimensions of Iim.iI 
telc\ ision. .\ntl in this manner |)ro\idc bcucr. more nicui 
mi'fiil Mf \ ii I- ii> iiiilicMi .-.. Ill iiv .- Ill ii,.r I ■ >» , ommiiniitrs 



CBS TELEVISION s| \ I IONS 

ADISISION 0» coil MBIS BIO st<r WIIN). tXTfsi.isr. 

cirmsTisr. MCB.S T\ mh i<>«k.KN\Tin< s><.ii iv wsasi rv (Mir.w.n. 

... .. .% |.M|i ^till l-IIH »ND kSlOX IS »T. MM ». 



COMMERCrAL 
CRITIQUE 



Trends, techniques new 
styles in radio/tv 
commercials are evaluated 
by industry leaders 



TOO MANY COOKS 



BEA ADAMS 

vice president 

Gardner Advertisina, St. Louis 

TOO MANY COOKS on the produc- 
tion line can stew the juice out 
of a tv commercial. That's my 
thought for the day and it's almost 
as old as the adage. But . . . 

Others who have touched on this 
problem have given it a once-over- 
lightly. Seemingly, the fear lingers 
that if the critic is too forthright 
someone might take offense. And 
well someone might. If the shoe fits. 

The point of this needle is: shoo 
away from the production area all 
stand-in cooks. If anyone is to sub- 
tract from or add to the commer- 
cial or shoot one hair off its head, 
it sliould be someone who has at- 
tended the little darling from the 
moment of conception. 

I know in this enlightened era a 
father ma\- witness the arrival of 
his offspring. The key word is "wit- 
ness." He is not there to suggest any 
changes in the child's contour, col- 

Gardner's 

Romanoff ti' commercial 




or, sex, or any other accessor) . And 
the doctor does not glance appre- 
hensively at the father to be sure 
Papa is pleased with the techniques. 

Is the analogy wa\ out? Sure it is. 
Purposely. 

And now, to reassure you that 
I'm really one of you, I'll say that 
some of m\' best friends are mem- 
bers of the client organization and 
agency personnel who shouldn't set 
foot in the studio, or on location, or 
wherever the shooting is being 
done. Or, for that matter, wherever 
the recording is being done. 



I've written hundreds of tv com- 
mercials (oh, radio commercials 
too, friend!), sat through countless 
constructive pre - production ses- 
sions, and done my share of direct- 
ing commercials with and without 
the benefit of bystanders w ho "re- 
ally don't want to interfere but 
what do you think about . . .?" 

Usually, once one of the curious 
ones has suffered through the slow 
and painful process of producing 




that thing which is finally squeezed 
into a few fleeting seconds, he is 
happy to stay away and leave the 
driving to us. 

But there still remain with us 
those perfectly nice guys who feel 
that they simply must be on hand 
during those crucial days when the 
commercial is finalh' given life. 

Any tv commercial has a big load 
to tote. It must penetrate a preoc- 
cupied mind, change indifference to 
interest, promise an answer to a 
need or desire, and make that 
promise belie\ able, wantable, mem- 
orable. 

It is not eas\'. E\ery \isual detail 
ser\es a purpose, sharp or subtle. 
Every word, every inflection, every 
moment of silence, contributes to 
the potency of the commercial. 
Every sound effect, every musical 
note pUned or sung has a reason 
for being. Those who create the 
commercial dig and discard, work 
and \\()rr\- and wrestle together un- 
til the pieces fit. Someone who 
hasn't been through the labor pains 
can move one piece and the whole 
thing re\erts to a puzzle. 

Man\- hands make light work. 



they say. Well, many hands can also 
make a light-headed commercial. 

If there's a question in anyone's 
mind about an\- small or large seg- 
ment of a commercial, it should be 
answered before production begins. 
.\nd e\er\bod\' should know who's 
who and who's responsible for 
what. Then off to the races. 




Most wise advertisers know that 
the significant difference between 
agencies is in the creati\e talents 
an agency has, and keeps, and de- 
velops, and adds to. To all who are 
not active workers in this particular 
creatixe vineyard: please, please^ 
You ha\e so many complex prol)- 
lems of \ our own to cope with. If, 
despite all that coping, you feel an 
urge to slip into the tv commercial 
maternit\ ward, tiptoe in, give the 
high sign, and tiptoe out. 

Nothing nourishes creativit\- quite 
so much as confidence gi\en. ^ 



BEA AIDAMS is vice president iii 
charge of special tv projects for 
Gardner AdvcrtisinR in St. Louis. 
In 1950, she was named Ad\ertis- 
iuR WOnian of the Year and was 
named one of 27 American ^^ Omen 
of Achievement by "Life Masa- 
zine" in 1951. .She was selected as 
one of Mi top American business- 
women b> "Fortune MaRazine " in 
195(». Miss Adams is the winner of 
several Art Director Awards iuid 
other awards for oulstandinK tv 
conmiercials. She recenth served 
as judge at the first American T\" 
Commercial Festival in N.Y., 1960. 



20 



SPONSOR 



/ OCIOIU K 



1963 




care : 




(90% sharei 

Who's theyr^ Almost anyone in the metro area, because if 10% con 
bring mother signals, so can they, but they seem satisfied with the diver- 
sified programing we offer, and, for years, our metro share has repre- 
sented 9 out of 10 viewers m prime time. It is currently 90%, and we 
deliver more total families, of course, than any station sharing that 
other 10%. Check your ARB, Feb-Mar, 1963. The March 1963 Nielsen 
tells a similar story. WCTV compares most favorably in total families 
with stations in larger, more competitive markets. You get mighty good 
buys on this fine area station 




WCTV 



TALLAHASSEE 



THOMASVILLE 




tmhftet to dfftctt And Umitmliaiu of m>«'c# m^Ufiat mmd m^fAWt. 



SMNSOR 7 OCTOBER 1963 



21 



^'CALENDAR 



The when and where 
of coming events 
7 October 1963 



OCTOBER 



National Academy of Television 
Arts and Sciences, roundtable 
meeting (8), Americana, New 
York 

Radio Advertising Bureau, manage- 
ment conferences. Town House 
Motor Hotel, Omaha (7-8); The 
Executive Inn, Detroit (14-15) 

Nebraska Broadcasters Assn., an- 
nual convention, ScottsblufF (6-8) 

Federal Communications Bar Assn., 
annual outing, Washingtonian 
Country Club, Gaithersburg, Md. 

(7) ' 

Broadcast Advertising Club, meet- 
ing, Sheraton - Chicago Hotel, 
Chicago (8) 

International Film Festival, includ- 
ing commercials presentation by 
Television Advertising Represen- 
tatives, Barbizon Plaza Hotel, 
New York (8-10) 

Kentucky Broadcasters Assn., fall 
meeting, Downtown Motel, 



Owensboro (7-9) 

International Film Festival of New 
York, Barbizon-Plaza Hotel, New 
York (8-10) 

Variety Clubs', mid-winter meeting, 
Hilton Hotel, New York (9-12) 

Advertising Federation of America, 
3rd district convention, Norfolk 
(10-12) 

Alabama Broadcasters Assn., an- 
nual fall conference, Hotel Staf- 
ford, Tuscaloosa (10-12) 

American Women in Radio and 
Television, west central area con- 
ference. Holiday Inn South, Des 
Moines, Iowa (11-13) 

Missouri Associated Press Radio- 
TV Assn., meeting. Arrowhead 
Lodge, Lake Ozark (12-13) 

Society of Motion Picture and Tele- 
vision Engineers, 94th semi-an- 
nual technical conference. Hotel 
Somerset, Boston (13-18) 

Assn. of National Advertisers ad- 
vanced advertising management 
course. Hotel Moraine - on - the - 



Lake, Highland Park, Illinois 
(13-18) 

North Dakota Broadcasters Assn., 
12th annual convention, Ray Ho- 
tel, Dickenson (14-15) 

National Assn. of Broadcasters, fall 
conferences, Statler-Hilton, Hart- 
ford (14-15); Leamington Hotel, 
Minneapolis (17-18); Pittsburgh- 
Hilton, Pittsburgh (21-22); Amer- 
icana, Miami Beach (24-25) 

Point-of-Purchase Advertising In- 
stitute, 17th annual exhibit and 
conference program, McCormick 
Place, Chicago (15-17) 

Indiana Broadcasters' Assn., 15tli 
anni\ersary convention, French 
Lick Sheraton Hotel, French 
Lick, Indiana (16-18) 

American Assn. of Advertising 
Agencies, central region meeting, 
Sheraton Hotel, Chicago (17-18i 

Texas Assn. of Broadcasters, fall 
convention. Cabana Hotel, Dal- 
las (20-21) 

National Society of Sales Training 
Executives, sales trainer clinic. 
Cornell University, Ithaca (20- 
25) 




i(l\M-st Kdiic-iitional Broadcast 
Music Directors, coiilcrcncc, In- 
(li.ma r., lUoomini^fon (22-23) 
International Hadio & Television 
Society, special prujeits liinili 
enii, \\ alilorl -Astoria. New York 
(2.3) 
''^'^lutual AcUertisinii Aqency Net- 
work, miitiii'4, I'.ilmcr House, 



('liiiauo (2l-2(v 

iSibsun Heporl on tlic .Neuro Mar- 
ket, syniposiuin. Hotel Hoosevelt, 
New York (2.')^ 

^nterican VNonien in Hadio and 
Television, lioard ot directors 
nu'efiiiii, Ma\() Hotel. Tulsa (25- 
21) 

VN'esl Nirijinia .Vssociated Press 
Broadcast News Directors, fall 
meetinu, Clarkshiirij (26) 

Fnstilnte of Broadcaslinsi Financial 
Manai;enu'nt, >rd annual '^ciuial 
meetini*. New York Hilton. New 
York (2S-."5n) 

International Radio tS: Television 
SocietN, newsniiiki r liincheon. 
W.iKlorl Vsforia. New York (30» 



ti-i; 



ina 



NOVEMBER 

Oregon Assn. of Broadcasters, eon- 



Miitiiin lliltiiii Hotel. I'ortl.uid 

ll-2> 
C'enlral (.'anadian Broadcasters 

\ssn., inanauernent and «'nnine<-r- 

inn eon\cntion. Hoyal York llo- 

t«'l. Toronto (1-5) 
Vinerican .\ssn. of Vdxertisin^ 

.Anencies, easltin .inniial ineet- 

inu, Waldorf-Astoria, New York 

Illinois Broatlcaslers .\.ssn., tail con- 
vention, (.'liicaHo (7-8) 

International Badio fi Television 
Societ), ls( .iiinn.il collene majors 
conference. Hotel Hoosevelt, 
New York (7-S) 

Wasliin^ton State .\ssn. of Bro.id- 
casters, lall ineefim;, Hidp.itli Ho- 
tel. Spokane (7-9) 

Assn. of National .Vdvertisers, an- 
mi.d nieefiny. Tlie Homestead. 
H(.f Sprin«4s. Va. (10-13) 

Cironp W, 5th conference on local 
puhlic service proyraniinp. Insti- 
tute of Music. Cleveland (II) 

National Association of Broadcast- 
ers, lall eonlirenci's, Dinkier- 
Andrew Jackson, Nashville (14- 
15); Hotel Texas. Fort Worth (IS- 
19), (^)smopolitan. Di-ini-r (21- 



22); Fairrnonnt. San Francistii 
(■25-'2fh 

National Assn. of FdiiCiili<NUiJ 
Broadcasters, national cohm n 
tion. Hotel Schr«N-<ler. .Milwau 
ke«'( 17-20) 

The Television Bureau of Vdvertis 
inu, amiual meinlH-rship me4-tniu 
Shiraton-Bl.iikstoiie Hold Thi 
eai;o (14-21) 

Hroadeasters I'roniolion Assn.. .•<■ 
nnal eoiiM-ntion, jack Tar Hotel. 
S.iti Fr.iiK is* <> I l7-2ni 

.New York I'niNcrsity's Division oi 
(rcneral F.ducation, editorial 
workshop. Hotel l.iincaster, Ni-w 
York (IS-2()) 

American .\ssn. of Advertising 
A){encies, annu.d convention, 
Statler Hilton Hotel. Cleveland 
(2()> 

National .Vcadenij ol leli\ision 
Arts and Sciences, dinner, Hilton 
Hotel. New York (22t 

International Ha<lio 6c Television 
Society, sih-c ial projects lunch- 
eon, Waldorf-.Xstoria. N<'w York 
(27); newsmaker Innchcfin, guest 
is \\'. .\\frell llarriman. Hotel 
Hoos«velt. New York (20i 



^*|. 




Warner 



'^R 



lelfvisjon D yjsiorf^ta mlmS^ 



hlh 



\vy 




how do you fit a hippo into a hatbox? 

You can! ... if you're interested in just his foot. Like ranking TV markets. You can take ; 
small portion of the market by using the SMSA metro approach . . . but if you want the whoL 
hippo, you gotta rank by total market! Consider. More than 90'^f of the Charlotte Market i 
located outside the metro area and the total Charlotte TV Market contains 574,800 T^ 
homes . . . ranking 20th in the nation! * We throw our weight around too, with an 87'"^ leai 
over the market's second station.'' Throw your hat into our coverage ring — it's a whopper! 

WD 



3TPW 



*ARB TV Market DiKe; 



CHARL®TTE 

JEFFERSON STANDARD BROADCASTING COMPANY 
Represented Nilionally by Television Advertising (^*AR] Representatives. Inc. 



24 



SPONSOR /? otnoBKR !•<( 



SPONSOR 



7 ( hlnhir I'Mi i 



ARF loins fray 
for rating iaureis 

Vroposdl tit comluct nn'tlnnl<>litfii<<tl 
slinlics to advtitivv ninlit'ncr 
nwdsiirrnient hriiii! lurivd vonitnents 
from industry rvsvarvh vxvriitivvs 



J 




T 



Ml Acl\i'rlis- 
ing Hfsciircli 
Koiiiulatioi) l.ist 
wtH'k jumpctl 
into the audi- 
cnci' measure- 
ment arena \\ itli 
net and trident, 
indieatinii its 
willingness t«) 
ike on .dl eomers in the long- 
tandinii filadiatorial tilt, joininji 
)thers who ha\e aeted or made 
)roposaIs on the rating ctmtroversN . 
\HF proposed to eoneentrate most 
\ its MU'dia .uidienee me.isure- 
lU'nts in methotl studies designed 
improve standards of measure- 
iieiits. 

At the ninth .miinal eonterenic of 

he foundation. A1{K iliairm.in Dr. 

Lyndon (). Brown reported the 

new eoiisidered stand of AHF, 

Motimi the "eompiete \-oid" and "ap- 

'illinii laek of published researeh 

eluujlouy. Brown said; "We are 

ikinu the initiative." (for full AHK 

roposal. se«' separate ho\». 

Cionunentinii further, Dr. Brown. 

senior \ ice president of Daneer- 

lit/i^erald-Sample. said .\HF 'does 

ii>t intend to injeet itself into areas 

■^ liieh are primarily the responsi- 

i.'ilities of hroadeasters." He added 

that it is difficult, if not impractic.il. 

for commercial research orijani/a- 

tions to finance evperimental studii-s 

and th.if ttic industrx can and 

slioiiKl help. 




IJ<K ion L'i.MHis (). Hkuw.s, 
Senior licv f>ri\\itltiit 
IhinctT-FilzurraUl-Sample 



lie pointed out that "none «)f the 
projects sujj<iested should he in- 
terpreted as a criticism, real or im- 
plied, of any lioinn research oruaui- 
/afion . . . The proposals mentioned 
in the .\KF statement of polic\ will 
not he executed in a way w hiih w ill 
comi)ete with syndic.iti-d ser\ices 
or connnercial researchers." 

\\ ifh the conference theme. ".\d- 
\ertisiny Hesearch at the Cross- 
roads, .\BF had itself a winner, 
particularly in view of tlu- cross 
c urrent of railing ratings comments. 

John D. Henry, market research 
department manauer at Procter 6c 
(iamhle, in his opening remarks 
went further: "advertising research 
has always been at the crossroads." 

7/ie fvrntrnt in r<iliii!:s 

.Although there may he nothijig 
new about the "crossroads" asp<'ct 
of measurement, tlu- area is eert.iin- 
l\ under bombardun-nt as ne\i"r 
before. Since early this year, ratin'/-. 
ha\»' been a hot topic in the broad- 
e.i>t industry, with man\ solutions 
ollered: 

^ The National A.s.sociation nf 
BrDadcasters established its Hatiu'.; 
('ouneil to make a corjiplete stutK 
of radio and t\ res«'arih uiuhr 
West inghou.se president Donalil II 
\lc(iann«in. The NAB reiM)rt has 
been anticipated for several wt'<'ks. 
but has bei-n delayixl because ut 
the inability to res«>lve the problem 
'i| ratiuii r.umes. 



^ The House connnittt"*- on In- 
\esligations, le<l by Hep. Oren Har- 
ris, made sweeping criticisms of th«' 
rating services, and since has pro- 
posed to take government action, 
failing industry enforcement. 

^ The Hadio .Xdvertisini; Bureau 
announceil its pl.m to con<luct a 
radio ini-lhi>dulnu\ stud\ costing 
some $2()().()(K). 

^ .\ll rating services announced 
I hang<-s in techni<|ues. .ABB for one 
has eiitiTcd r.idio res«'arch nu-asure- 
ment in a Detroit meth«Klolog>- test 
in cooperation with BKO General. 
Nielsen diseontinued l(K-al radio 
ratings and made a niunlM-r of 
changes in its reportinn. to name a 
few examples. 

l«tst week, all the abo\e factions 
were In-inu heard from anew , either 
as part of the .\RF .session, or sepa- 
ratcK. .ujd additional comments 
were comiim from other sources to 
boot. 

The N.\B. through Mc<iannon. 
had this comment to make on the 
proposal from \|{F: 

"The probleuj is so big. that we 
wek-ome all efforts." .\dding a note 
of c.uition. Mc<«annon s;iid if all 
will work tom'ther, the .AHF effort 
.md others, can be verx giKxI. but 
if not eoordiii.ifi-d i .m oruxi- \i< Ix- 
bad 

The pro|)iem. Me i< ; li 

that there is a limited. ! not 

necessarily small, amount «>f money 
a\"ailable ••• '^•' sjx-nt on research. 



SPONSOR 7 ocroBKR 1963 



25 




II it m 

Ih ML JB 



■I 111 ] 1 ] 



A.R.F. 



Ratings pervade the industry 
and are a basic buying /selling aid 



with any waste resulting frcjin du- 
plication of effort, harmful. 

As part of the ARF agenda, 
Charles P. Howze, Jr., chief counsel 
of the special House subcommittee, 
charged that there seems to be "at 
least among some broadcasters and 
advertising people, a great reluc- 
tance to concede that the role of the 
rating services is as pervasive in 
American broadcasting as I am per- 
suaded it is." 

He also said there was a wide 
disparity between the sample de- 
signed at company headquarters 
and the panel actually being sam- 
pled; there is a "susceptibility to 
manipulation" through the practioe 
of "hypoing," and that when the 
field work is complete, "all kinds of 
fascinating things happen" ( editing, 
weighting, averaging, etc. ) . 

Fallibility of ratings 

And looking to ranges, Howze 
said: "I have been wondering lateh' 
whether it might be a good idea 
for researchers to consider chang- 
ing the format of rating reports to 
dramatize the fact of statistical vari- 
ance. There are quite a few sophis- 
ticated users of ratings who under- 
stand the fallibility of absolute num- 
bers, but I fear they are hopelessh 
outnumbered by those who don't." 

And commenting on so-called 
"trade secrets," Howze said "we 
have an analogous problem in the 
federal government. In that great 
sprawling enigma, the Pentagon, a 
bad habit has grown up that might 
be called "classifying" mistakes. 
Whenever events happen that make 
a document embarrassing to who- 
ever was responsible for it, the tem- 
tation is strong to regard it, all of a 
sudden, as 'top secret.' 

Howze also referred to the re- 
sults of the Securities Act of 1933 
which insured "the a\ailability of 
reliable information for those in- 
vestors who take the trouble to 
keep their eyes and minds open b-- 



26 



fore they plunk down their money 
... I hope that advertisers and 
broadcasters can profit from the 
lessons taught by the securities leg- 
islation of 30 years ago. I bring the 
subject up only to indicate that 
needed changes are not always so 
painful as they may seem at first." 

In its full statement, ARF noted 
it was "consulting with the Radio 
Advertising Bureau on a $200,000 
project which will evaluate several 
measurement techniques . . ." Such 
consultation in the past, it is noted 
has been normal procedure in in- 
stances where ARF approval for a 
project's methods was sought, and 
does not imply RAB endorsement 
of the new ARF plan. 

Researchers themselves, were 
quick to comment, since they ap- 
peared on the ARF agenda imme- 
diately following the announce- 
ment. ARB's director, James W. 
Seiler, called it the best news in a 
long time, "excellent" . . . "couldn't 
support it more." A. C. Nielsen, Jr. 
was somewhat more reserved. "We 
may not see eve to eve with ARF 
on every detail, but if deeds reallv 
speak louder than words, I think 
we can be rated as vociferous root- 
ers for the principle of researching 
research." But he also noted, that 
his compan\^ had alreadx acted up- 
on "all four of the broadcast-audi- 
ence measurement questions given 
as examples for future study." 

Researcher Politz speaks out 

"Let's not be too dogmatic about 
what should be or shouldn't be" 
was the ad\ice from .\lfred Politz. 
"I believe the farther the .\RF 
steers away from such ad\ice, the 
more it will contribute to the pro- 
gress of media research." 

While sa\ing "the last thing we 
need is a further proliferation of 
methodologieal studies," W. R. Sim- 
mons said AHF could do the job 
best, and liad no "conflict of inter- 
est" as in sewral other instances 



1 

m 



The ARF 

The primary needs in 
ence measurement todr 
for the development ( 
ceptable research star 
within the present stat 
the art of advertising re: 
and the fulfillment of a 
ing need for scientific u 
gation into the method 
problems of audience 
urement. These needs e 
the measurements for 
zines, newspapers, radii 
television. 

ARF's future policies 

In the future, theref 
will be the policy of tf 
vertising Research Fc 
tion to concentrate a 
part of its activities in 
audience measurements 
conduct of mediodol 
studies designed to in 
techniques and advanc 
standards of audience 
urements. 

With the rapid exp 
of syndicated services 
audience measurement 
the ARF has already pn 
facilities for the anaK 
established individual 
ices, when voluntari 
quested by the service i 
anticipated that this m* 
\\hich in the long ru 
contribute to better an : 
measurement, will exp : 
the future. 



Research leaders on to 

I lowever, the cr\ si 
tion of specific sta 
through scientific in\ 
tion into methodoh 
problems not onl\' repi 
a fertile field for ii' 
progress, but is also p 
larly adaptable to the 
ties which ARF can p 

This organization cai 
heavily on all the res 
of our research comi 
which reflects a broat 
[losite of professional 



SPONSOR/7 OCTOBER 196; 



i ding Activities in Connection with Measurement of Media Audiences 




\.rt 



Hn 



jX'tfncf, and n-prc- 
ion ot all clcinciits in 
dvi'rtisiiin industry ci)n- 
will) thf use of audi- 
mcaMirt-incnts. It lias 
pr(»ffSNi()nal staff whicli 
)|>)rtiHl by the advertis- 
idnstry on an impartial 
li-partite basis. 

1 . 111//11/1 n "fraiiiv" 

AHF InlifMs that 

ess in the de\eIopment 

•ihodolonical studies can 

be made within the 

d practice of science in 

■Ids; namely, by the con- 

of a series of s{x*cific 

imited jirojects each de- 

d to resohe a clear and 

^^ rular methodological 

cm. 

pt)sals in the form of 
10 experimental design, 
the indicated cost of 
are now lieing devel- 
by the .\RF staff. As 
as these are delineated, 
lans will W circulated to 
;^*Tbers of the ARF and 
interested parties with 
vitation to join in sup- 
'"* dg each of them. 






:d 



ew 






costs trill diride 



- ;, liJe the general funds 
the association receives 
meml>ership fees can 
de f»)r a large amount of 
lead and staff facilities, 
)iil Jirect cost of such re- 
h must be underwritten 
i^' idvertisers, advertising 
'^ cies, or media, either in- 
J ually or in groups. 
^'^ le ARF is now consulting 
•1 the Radio .Ad\ertising 
■ 4au on a S20().(X)() project 
'I1 will evaluate .several 
irement techniques in 
' mpt to find a more re- 
radio rating. It is also 
rising a study by the 
^ an Research Bureau 
. seeks to measure pos- 
' Inas in T\* ratings due: 



(a) to non-cooperation of 
diary ke«p-rs and (b) to using 
a universe coniposed of 
"listed" telephone homes. 

^«»ir itrtuts lit firtthv 

ill \ iew of the present high 
degree of interest in problems 
of broadcast audience meas- 
urements, the Foundation fur- 
ther proposes that, in addition 
to such activities, it originate 
exixTimental research proj- 
ects which would answer 
(juestions such as: 

• Does the installation of a 
meter or the existence of a 
diary affect \iewinu habits 
and to what extent? 

• Do homes willing to ac- 
cept meters and keep diaries 
have the same viewiuii habits 
as those which refuse.'' 

• What are the specific dif- 
ferences Ix'tween viewing by 
individuals and set tinu'nu? 

• How accurateb can rc- 
siXHulents in a telephone or 
personal interview recall their 
previous viewing or listening? 

1 Ik'sc .ire just .1 fi'w ex.ini- 
ples of cpiestions that need to 
lie answered. Carefid investi- 
gation of (juestions like these 
should answer m.iny of the 
argiunents that exist, help the 
advertiser make wiser invest- 
ments, aid the broadcast me- 
dium and the audience meas- 
urement serv ices in providing 
more reliable data. 

Several questions posed 

Stutleuts of print media 
audience measurements also 
have raised many challeng- 
ing questions. Here are some 
sjx'cific problems in the mag- 
azine field which need scru- 
tiny; 

• Is the skeleloni/ing pro- 
cedure currently used when 
a large nuinlur of m.iu.i/iiies 
are carried for one interview 
ade<|uate as compared with 
showing the full issues? 



• I)«Ks interviewing nion 
tli.u) one iMTson in a house- 
hold in the same interN i<^* 
ereate a bias? 

• Wb.il is llu- effect ol 
sliow ini; .1 lar^e niiiiibcr of 
magazines versus two or lliree 
in an interxiew? 

• Is there a differenn- Ik- 
t Willi priinarv and seioiid.iry 
readirs, if so, what .ind ln>v* 
much? 

• C an a method nuMsiiriiig 
the audiences of business 
publications at a cost reason- 
able in c<)m|)arisoii with tlu-ir 
ad\erlisiiig rexeniie Ik- devil- 
oped? 

I li-ri- are a few examples of 
iritical questions that need 
answering in the newspajXT 
area: 

• How should the newspa- 
per reader be defined and 
(jiialified? 

• Is the re.id-ycslcrday 
teeliiii(|ue .is presently prac- 
ticed siifficit iitlx accurate? 

• Is a different techiii(|ue 
re(|uired to ifetennine tlie 
iiiiinber of readers of Suiulax 
p.ipers th.iii for wcrkil.iv pa- 
pers? 

No immediate anstcers 

The WW does not propose 
to obtain answers to all these 
i|uesti<ms immediately. These 
are examples, mentioned to 
illiistr.ite the tyjx' of needs 
th.it are thought to exist. .\ny 
of these, 01 others in which 
the industrx- has the greatest 
iuter«'st will Ik* selected for 
indixiilual stuily as part of .1 
series. 

This statement pert.iiii> 
only to methodological 
studies of audience measure- 
ments. This new facility is Ix-- 
ing added to consultations, 
sujx'rvisi'd studies, ap 
and anal) ses of s\ 1 

services, which are camtni on 
as refjuested b\- memlx-rs of 
AHF or the industrx'. 






SPONSOR 7 otrroBER l%3 



27 




Cumtnings says he^d like to see ARF '"''become 

the watchdog of the research industry^' at IS, Y. meet 



(unnamed). "We're already in the 
ARF goldfish bowl, but we're 
alone." 

And Phillip W. Wenig, SRDS 
Data president, said "ARF is the 
organization which can do it. " 

Barton A. Cuminings, Compton's 
chairman and chief executive offi- 
cer, picked up the cudgels follow- 
ing lunch, saying "I would like to 
see the ARF become the watchdog 
of the research industry. I suggest 
that the ARF be given the respon- 
sibility to assess the validity of the 



audience measurement research of- 
fered by the major independent re- 
search organizations and that the 
cost of this investigation be borne 
by the membership of the ARF, not 
the research firms. Altogether the 
ARF must become more dynamic, 
more forceful." 

Without conducting its own in- 
vestigation of rating services, ARF 
must forfeit its claim to leadership 
in the advertising research field, 
he added. 

Cummings proposed that each 



m 



The dispute on ''rating ranges" rages 

Rating ranges, referred to by Charles P. Howze, Jr. at the ARF 
session, have provoked a small cyclone inside and outside the 
advertising and broadcasting industry. Among those known to 
favor ranges (for example, instead of report at 10 rating, a 
range of 7 to 13 might be shown to include statistical variance) 
are a number of agencies, advertisers, and ARB. On record in 
favor of ranges are Congressional investigators, TvB, and other 
agencies. TvB's president Norman E. Cash, in a statement last 
week said: "From a practical standpoint, I can appreciate the 
problem of using the additional numbers range of error would 
represent. All sorts of tables would grow into most complex 
things. We wouldn't be looking at just two numbers anymore, 
we'd be talking in terms of ranges. It would be difficult, time 
consuming and costly to include these ranges of error, but I 
believe none of us would oppose them on these groimds." 

\ number of professional researchers make no bones about 
their opposition, believing that in the final analysis, the media 
buyer would have no choice but to choose a figure, probably 
the mid-point, and use it for analysis. Or lows of one set of 
ratings might overlap with highs of another set, creating an 
impossible situation. 

And as one industry source asked: "What do you do about 
spot tv packages? What do you do about the number of homes 
in any area? \rv they to be covered in ranges also? What do 
you do about audience composition data which would have to 
be ranged? What would J. Walter Thompson do with all the 
material NOW in its files? .\nd why doesn't the government 
report all its business analyses on a range basis?" 



28 



ARF member donate a sum of mon- 
e\-, pro-rated on its membership 
category, to a special fund set up 
to investigate audience measure- 
ment practices. 

Nielsen's Nielsen also had other 
thoughts. He called attention to the 
fact the NAB Rating Council has 
announced its intention to make 
similar studies, that all the leading 
broadcast measurement researchers 
ha\e been asked to support their 
work, that users of audience re- 
search would support the NAB pro- 
gram, though ANA and 4 A were 
represented by observers rather 
than membership. "Both the ARF 
and NAB include many of our 
clients in their membership, and we 
hope that both organizations will 
reach a clear understanding about 
their methodological research ac- 
tivities, so as to avoid imnecessarv 
duplication of effort and other con- 
flicts . . . We hope the right hand 
and the left hand will ha\e a work- 
ing arrangement." 

Recognized industry leaders had 
other comments, though not alwavs 
willing to provide a direct quota- 
tion. 

"Where has ARF been until now," 
asked several, registering disgust 
at the fact that the contro\ers>- had 
Ix'cn going for man\' months, even 
years, without action by the foun- 
dation. 

Another called attention to ARF'j 
"pro-print bias." "While only t^vc 
liroadcast representatixes are or 
tluM'r board (Arthur Hull Haves oi 
CBS Radio, and Hugh M. Beville 
Jr. of NBC), six publishers an 
represented." 

If anything was clear following; 
the ARF proposal, it was the fact 
that much remains to be done, anc 
resoKed, before the problems oi 
audience measurement can b( 
solved, in the weeks, months, anc 
\ears ahead, if ever. ^ 

SPONSOR/7 OCTOBER 1963 



VDVERTISERS 



'V sponsors soy openly: 
lur product is better 
[hian competing products 




ALL DETERGENT 

. . . Hiyht liiTi- .111' till' ii'siilts of a 
reniarkablc MTic of tests wilfi 
America's seven leading washday 
delerijeiits . . . All oiiteU-aned tlie 
lending white deterueiit (Hash). All 
oiiteleaiied the leadinu hhie 
deteri;ent (('heeri. All oiiteleaned 
the leadiiii; tahiet (Salvo). Out- 
cleaned them, hich suds or low. 




BAYER ASPIRIN 

. . . One veiled I have evtra 
inRredients (Anacini. .\nd one savs 
I'm 5(Kr stronRer (l-"\cedrin). \nd 
one says I'm the mwlcrn druR 
for pain (Bufferin) ... a test of 
five leadinR pain relievers showed 
that two extra-inpredients products 
upset the stomach the most . . . 
The> weren't an> stronger. 




VALIANT AUTOIVIOBILES 

. . . 1 r. lined interv ievv ei s fioni an 
independent testiiiR institute 
conduite<l this consiuner survey 
RivinR car owners a chance to 
discover the real values of Falcon. 
X'aiiant, Ohevv II, Hanihler, and 
(.'orvair. . . . When the results 
were tahidated thev showed 74.5' < 
rated \'alianf the best value. 




AMERICAN AIRLINES 

. . . There just .iren t thai ni.uiv fan 
jets around. Let's look at the jet 
fleet of the tiiree iaruest airlines 
in the countrv . This airline (I'nited 
has a total of eiuht fan jets. This 
airline iTW Ai has 2^1 fan jets . . . 
while American has (i-4, 41 mcire 
fan jets than huvIxhIv in tiie 
business. 



Wii M s I AM I KD oirr to ho cbiim U> 
sril a |)riKlnc-t via tclrvision. in 
MIMIC i'.iM's have ttiriicd into ap- 
pnuiclifs t«> "iin.srH" the comiM'tf- 

lidii. 

kiKK'kiiiK c()iii|M*tiii)t prtxlucts i5i 
fair play, liowt-ver. if tlic claims are 
not unjust or inislcadiiii;, s.i\ indus- 
lr\ iiicii. lint network st.ind.irds cx- 
rniti\t'S say frankly thry disup- 
provf. "It d<*j;rad«-s the advrrtiscr 
and mitigates tlir positive asix*cts 
of the prodiKt." adds one tietwork 
«\<t iitJNr. "Ill n«-iu'ral. \vv deplore 
tlijs kind of advertising," says a 
spokesiiMii for another n<*t\vork. "It 
teiuls to damage all advertisinj;." 

■■Taste and jnduinent" arc the 
Uuidelines. accordini; to Grace John- 
sen, direitor of continuity accept- 
ance at .\IU;. Thus, standards and 
interpretation vary somewhat. An\ 
strict written cckIc would be im- 
practical. OiiK one iK'twork, NHC". 
has any written standards on this 
problem and the.se are vague. The 
National Association of Broadcast- 
ers Television (liKle is brief on the 
subject: ■'.Xdvertisinu copx should 
contain no claims dealing unfairly 
with competitors, competint; prod- 
ucts, or other industries, professions 
or institutions. " 

III all cases, however, there is 
tluirounh research into cpiesticinable 
commercials. With the three net- 
works and the N.\H wanting sub- 
stantiation for claims, the chances 
are i^ockI that any false or mislead- 
ing st.it<inenfs \s()uld b«> caught. 
Tin- Ki'deral Trade C'ommi.ssion. 
the Ko<k1 and Dmg .\ciministration. 
as well as any other non-broadcast 
organi/ations. .ire not permitted by 
law to do an\ prior restraining but 
can take action after the commer- 
cial is aired. Tlie networks take on 
the responsibility of keepinq high 
standards. cNcn th(»ugh in the final 
analysis any legal action would be 
against the advertiser, and in some 
cases, the agenc> . 

The problem of superior claims 
forccxl networks to set up standards 
departments for radio before tA' 
c-ame on the scene. StrongK 
titive advertising was inti 
between 1926 and 1934. At that time 
so;ip products were beginning to 
use sujxrl.iti\«'s generously. Those 
detergent claims of whiter, brighter, 
and cleaner caused fits among the 
networks." according to Carl Wat- 
son, director of broadcast standards 



SPONSOR 7 ocTOBKR 1963 



29 



UVCRI I3CR3 




RESPOiNalBlLlTY tor niaintaiiiiiiu uttvvork program and comiiKrcial standards lies 
witli Herbert A. Carlhorg (1), director of program practices, CBS; Carl Watson, director 
broadcast standards (c), NBC; Grace Johnsen (r), director continuity acceptance, ABC. 



at NBC. Today, similar claims gen- 
erally are considered harmless "puf- 
fery." "At least toda\' it's a lot bet- 
ter than the situation that existed 
at one time in advertising where the 
advertiser would claim that his 
product could cure anything from 
asthma to falling arches," says one 
industry man. 

Permitting competitive claims was 
possibly first supported by Milton 
Blow of Biow Advertising who 
talked of the hypothetical "mudpie 
case." The idea was, if a man can sit 
down and find the finest mud in the 
world and shape it in the finest 
plate he should rightfully claim that 
he has the best mudpie in the world. 

In the area of tv commercials 
there are three general approaches 
to the competitive message. 

ONE: Reference to category. The 
advertiser states the disadvantages 
of a general competitor, such as 
alumiimm against wood. Alcoa com- 
mercials recently showed pictures 
of wooden windows and fences, 
making comments on the disadvan- 
tages of both. With a scene of a 
wooden window copy reads, "A 
window is not for pushing, tugging, 
prying, scraping, painting, banging, 
screening. Haven't you heard of 
aluminum windows?" A Rinse 
Away commercial pointing out dis- 
advantages of alcohol heair tonics 
and creams is another. 

TWO: References to specific 



brands. By emphasizing a well- 
known slogan, statistics, or showing 
an identifiable picture of leading 
competitors, even though names are 
not mentioned, the astute viewer is 
able to fill in the blanks. Good ex- 
amples are Bayer Aspirin, American 
.\irlines, and All detergent commer- 
cials (shown on page 29). 

THREE: Direct claims against 
identified competitors. The most 
brazen of all, such commercials are 
first to be challenged. 

Examples of the direct claim are 
currently prevalent in the compact 
auto field. Valiant commercial ( left ) 
points out the results of a test by 
an independent institute showing 
74.5% of drivers interviewed rated 
Valiant the best value over Falcon, 
Chevy H, Rambler, and Corvair. 

Volvo has been running a com- 
mercial in spot t\' which shows a 
race against Cor\air, V^olkswagen, 
Valiant, and Renault, in which 
Volvo is the runaway winner. The 
names and horsepowers of the cars 
are given at tlic beginning; at the 
end the statement "\'ol\o also gets 
25 miles to the gallon." 

Renault has also entered the fight 
picture on tv. Commercials com- 
pare the auto favorably with V'olks- 
wagen for size, gas, and turning ra- 
dius. 

Volkswagen, undisputed leader 
in the foreign-car compact field, has 
not come out with strong competi- 



tive advertising though it frequent- 
ly cites the timelessness of its 
models. Helmut Krone, key man 
on Volkswagen account at Doyle 
Dane Bernbach, says the client still 
feels like a guest in this country and 
will not permit the agency to do 
downbeat ad\ertising. "They bend 
over backwards to a fault," says 
Krone. "It often bothers us." The art 
director feels the attitude is a ciirry- 
over from extremely moral adver- 
tising in Germany where even su- 
perlatives are outlawed. The agenc\' 
recently prepared a print ad show- 
ing five American and one foreign 
competitor with the copy "Can you 
tell the ages of these cars?" — but 
the client shot it down. Similar idea 
was reportedly considered for com- 
mercials. 

Another hotly competitive area 
on tv is analgesics. The NAB and 
different networks consider claims 
in this area — or any area concern- 
ing health — of primary importance. 
Bayer Aspirin came out with a com- 
mercial this spring which gave the 
slogans of its top three competitors. 
The talent assumes poses and atti- 
tudes which poke fun at their 
claims, then says "All I need to 
kno\\' is what it said in an article I 
read in tlie Journal of the American 
.\ssociation in my doctor's office." 
A case against Bayer by the FTC is 
now pending. 

Other headache relievers take i 
milder approach but still touch on 
competitors. Bufferin, Excedrin and 
.\nacin all claim extra ingredients. 
Excedrin sa\s "Even the heavily- 
advertised combination of ingredi- 
ents tablet merely adds cafi^eine to 
aspirin. But Excedrin has more 
quantity and more kinds of ingre- 
dients. ' Anacin says product "is a 
combination of ingredients with a 
particular ingredient missing from 
aspirin. Commercial also states, 
"milHons get fast relief . . . and no 
upset stomach," possibly implying 
that with other cures an upset 
stomach could occur. 

There has also been friction be- 
tween Dristan and Contact. Con- 
tact recentK- challenged Dristan for 
attacking a so-called "all-day cap- 
sule. 

Strong competiti\e claims have 
frequently been made among shav- 
ers and blades. A Honson commer- 
cial some months back showed 
other electric shavers at work mak- 
ing a comparison indicating it was 



30 



SPONSOR/7 OCTOBER 1963 



Volume 7 "Films of the SOV'from Seven Arts 



• e 



\ 




Will 

Success 

Spoil 

Rock 

Hunter? 

JAYNE MANSFIELD 
V TONY RANDALL 
■ BETSY DRAKE 

JOAN BLONDELL 




The 

PROUD 

ONES 

ROBERT RYAN 
VIRGINIA MAYO 
JEFFREY HUNTER 
ARTHUR OCONNELL 



Mr. Belvedere Rings the Bell 



CLIflON WLbB lim Mu^iL. .•,....< VAj .^AL 




DESK 
SET 



SPENCER TRACY KATHARINE HEPBURN 
GIG YOUNG DINA MERRILL JOAN BLONDELL 




P: 



^ THE 

RIVER'S EDGE 



ANTHONY QUINN 
> RAY MILLAND OEBRA PAGET 




EVA MARIE SAINT 

ANTHONY FRANCIOSA 

DON MURRAY 

LLOYD NOLAN 







fifty outstanding mofjon pictures 
selected to entertain and build 
your audience. Exciting movies 
from Seven Arts' new offering of 
"Films of (he 50's" . . . Volume 7. 

Contact your nearest Seven Arts' 
salesman at the offices listed 6e/ow 
for a complete listing of the 
50 films contained in Volume 7. 




SEVEN ARTS 

ASSOCIATED 

CORP. 



Oh,Men!Oh.Women! 

TONY RANDALL GINGER ROGERS DAVID NIVLN 
^^DAN DAILEY BARBARA RUSH • 




A Sl8$C »Jr or StvCS *»TS ra 
NCW TOOK J<X) Pirt *Mnu* 
CHICACO MJO fjtm. LmcdiMced. M. 
OM.LAS i64l OmlMMii OnM 
105 WOCLU JM2 Mof^ Maodi »<<«. 

roMONTtX ONT*<IK> 1 1 



• :•«$. LTD 

0«cl«r« 4.MG5 



tM»i>««-7t«3 



For M o( TV ttation* pro y wi m Saoan Arts' -fttm ol 
KM set* M* TNrtf Com SACS (Spot TV MM* and OMit 
lii^iUfl iwhav pncai upon njt 



ADVERTISERS 



better. In 1957 Schick, Inc. sued 
Spcrry-Rand Corp. and its Reming- 
ton-Rand division for $5 million in 
damages, alleging that the compet- 
ing women's electric shaver dis- 
paraged in a Remington commer- 
cial was a Schick shaver or a model 
"exactly similar thereto." 

Claims on blades have always 
been along the lines of more, 
cleaner, closer shaves. With the 
new competition on stainless steel 
blades, however, claims will have to 
be written carefully. The word is 
out that the stainless steel, and the 
cutting for the blades, is done al- 
most exclusively by two manufac- 
turers in Sweden ( Time, 20 Sept. ) 
The blades are only "stamped and 
sharpened" by the different com- 
panies. 

American Airlines recently dug 
into its biggest competitors. United 
and TVVA, by using a commercial 
to clearly point out its superiority in 
numbers of fan jets. In an obvious 
rebuke. United put out a commer- 
cial stating that for many months 
their airline has been the leader in 
on -time performance, indicating 
that even though American has 



more fan jets, they do not keep as 
good a flight schedule. 

Cigarette commercials were 
strongly competitive several years 
ago, industry men claim. But with 
the health pressure on cigarettes 
claims are now smooth and mild, 
but packed with very little punch. 
As an FTC spokesman put it, "Cig- 
arette ads have been reduced to 
nothing but pretty girls, waterfalls, 
and attractive hound dogs." 

Other areas where fiery product 
vs. product claims are now made on 
tv: toothpaste, detergents, hair 
preparations, skin creams, deodor- 
ants. 

The order of review or passage 
of an allegedly false or misleading 
commercial is not always the same. 
Often if an advertiser or agency 
knows it is treading on dangerous 
ground it will contact the NAB or 
the FTC for advice. If not, the net- 
works and stations are the decision- 
makers. 

The NAB tries to act more as a 
preventative organization. If the 
advertiser does not comply with the 
suggestions for change which the 
NAB makes it can do little more 



SUBTLE DIGS BY THE ADVER-SARIES 

ORAL ANTISEPTICS HAIR PRODUCTS 



MICRIN 

. . . Micrin has more germ fighting 
power than any other mouthwash. 
Why? Because Micrin kills germs 
by the millions. No other 
mouthwash kills more. And Micrin 
holds back the return of new germs 
hours longer. Longer than any 
other mouthwash. 

DRUGS 

EXCEDRIN 

. . . Even the heavily advertised 
combination-of-ingredients tablet 
merely adds caffeine to aspirin. But 
Excedrin has more quantity and 
more kinds of ingredients . . . 
Tablet for tablet, Excedrin is 50% 
stronger than aspirin for relief of 
headache pain. 

DRISTAN 

. . . When a cold hurts you can't 
think clear. Try aspirin, does it 
still hurt? All-Day capsules, still 
hurt? Only today's Dristan has this 
exact formula with the one 
decongestant most prescribed by 
doctors. 



ALBERTO VO-5 

. . . When ordinary sprays dr>- 
they're film looking. They dull your 
hair. But new VO-S hair spray 
is crystal clear. 

COMMAND 

First came alcohol hair tonics. 
They dry hair. It pops up. Then 
came cream. They dry out, hair 
pops up. Now, the first hair groom 
advance in 16 years, new 
Command with natural oils. 

TOOTHPASTES 



PEPSODENT 

. . . All leading fluoride toothpastes 

lose active fluoride right in 

the tube. New Pepsodcnt Fluoride 

delivers more of what you 

buy a fluoride for . . . preferred 

by dentists two to one. 

IPANA 

. . . It's the one that kills decay 
germs best of the leading brands in 
the laboratory test. It prevents 
bad breath the whole day through. 
Even beats the best-known 
mouthwash too. 



than send out the name of the of- 
fender to members in its monthly 
newsletter and state that the ad- 
vertiser has not altered the commer- 
cial so it is acceptable. The chances 
are the station would comply with 
the request, but it is still only a re- 
(luest, the final decision coming 
from the stations themselves. The 
same would be true if a network did 
not approve of a commercial, how- 
ever, except in the case of o&o's 
which are more closely controlled. 
.\t the NAB convention last spring 
former FCC chairman Newton 
Minow, urged a law requiring every 
broadcaster to belong to the N.'^B 
and that the NAB be given author- 
ity to enforce its owti standards for 
commercial announcements. Minow 
said the present NAB Code repre- 
sents the thinking of responsible 
broadcasters about advertising prac- 
tices, but "it is not complied with 
and is not adequately enforced." 

Stockton Helffrich, manager of 
the New York NAB Code Office, 
noted that competition is a great 
deal stiffer now than it used to be. 
In the beginning the office was 
opened to maintain image and good 
taste, but now "we don't do any- 
thing else but claims," he says. 

According to Helffrich a claim on 
tv can be unacceptable because it 
is not valid, the commercial is 
misleading, or presentation is in 
poor taste. He mentioned that an 
advertiser might try to stress more 
of a certain ingredient or added use 
that ma>' not be significant at all. 
"If an advertiser claims you can hit 
ping pong balls with a product, it 
may be true, but what difference 
would it make," he says. 

Concentration is on the drug 
claims, according to the manager. 
Problems in the area of detergents, 
for example, are important, but 
compared to the seriousness of an 
erroneous statement in the drug or 
medicine area, it would be rela- 
ti\ely unimportant. 

If the NAB hears about a mis- 
leading or false commercial from 
competitors, station, network, or 
agency it immediately calls the 
agenc>- handling the cop\-, asks to 
see substantiation, and offers possi- 
bilities for acceptable cop\- or 
graphic material. Helffrich referred 
to himself and staff as "trouble 
shooters." The name of the party 
(luestioning the commercial is al- 



32 



SPONSOR/7 OCTOBER 1963 



i 



\\.i\s kipt s«in I III (ircU-r to protrtt 
it tr<im muliif prt-sMirr. A small t\ 
station roiilil hv tlircattind by i*aii- 
Ct'll.ttioii "f t Iirvv iiiiiti.iif fill 
e\aiii|)lr 

Hilt wliat tlu- NAli ..I lie lii.iU 
inislcadiii^, uutriu', or clista>ti-tul in 
coujpftitivt' c-luims nia\ not jilu- 
witli tlu' lu'twork opinions, wliicli 
also tan \ar\. Tlirrf luixr l)r«'n in- 
staiKt's whiTf one or two networks 
will reject a commercial and an- 
ntlier uill approve it. There haNc 
also l)c«n instances where the FIX! 
has not cited a cominerci.il and the 
NAB has objected. Hnt in liuht t»l 
the thousands of commercials that 
are re\ icwcd tlu'se t .ises are icw 
and far between. 

Most of the time. Watson sass, 
ad\«'rtisers check with the network 
In-tore the commerci.il is made to 
prevent undue exix-nse and waste 
of time. The director of standards 
sa\s he often rewrites sections of 
tile (.ominercial to give the ad\er- 
tiser guidelines of what he would 
consider acceptable 

Praises nettrork controls 

"The networks create better con- 
trol over advertising than an\- other 
medium, in my opinion." says Wat- 
son. I ha\e \et to see any magazine 
or lU'wspaper that li\es up to such 
standards." 

.\1I networks ask for proof of 
claims, howe\t'r, and final approval 
is not gi\en until the commercial is 
completed. Networks even emplo>' 
doctors as ad\isors on medical 
claims. Herbert Carlborg, director 
of standards and practices at CBS. 
s.i\s he once authorized the spend- 
ing ot $1,(K)0 just to pro\e a claim 
made in a commercial to the net- 
works satisfaction. 

.Although some industry men 
doidit it, netw (irk e.xecs say pressure 
is not applied tlirough sales. .\11 the 
standards departments report di- 
rectly to management. "Many times 
the acUertisers are angr>. ' savs 
Carlborg, "but we alwaxs get com- 
plete backing from the netAvork and 
the advertisers know this. We find 
it's purely go(xl business to main- 
tain high standards. In the long run 
it pays off, even though we have 
''1st some advertising because of 
strict standards. But were just as 
i^juimercial as the ne.xt guy in the 
long run and nobody need apolo- 
.;i/e f4)r trying to ciun monev."^ 



RCA predicts: color tv set 
S-volume to pass b&w in '65 



Ai'i'iioMM \ I ^.l.^ one color l\ ti- 
i-ei\»T is now Ining sold for 
(•very ten black-antl-whitc sets, with 
tin- firm exjX'ctation that next year. 
the tenth .inniversary ye.ir of coliir. 
the r.itio will be one to five, says 
H(.'.\ Sali-s (.'orp. president Hay- 
inond W . .S.ixon. I le also se«"s color s 
ret.iil sales volutne reaching b&w's 
SI -billion s.iles r.ite "sometime in 
l^fio . . . aiul surpassing it." 

He told the Sales Executives ("liib 
ol New York l.ist week th.it the idlor 
i('eei\ cr m.irket will .icIiieM" a retail 
s.ilcs rate of over S4.5() million this 
Near, and predicted that in \^if>i it 
will inire.ise to at le.ise S7.5() million 
".\ major crossover point, says Sax- 
on, "will be reached in 1964 when 
I lie retail dollar volume of KC'.W 
Ktlor set sales will surpass the coni- 
bincd total of the remainder of our 
other home instrument business, in- 
cludinu lAw tv. radio. stereo-*\'ic- 
trola phonographs ;in(l t.ipe (.irt- 
ridge recorders." 

Saxon noted that in the area of 
programing, "color programs are 
a\ailable during 76'^c of prime 
evening time — thanks to .\B(> and 



\IU'. CBS at h-ast is givtiit; n% 
i'.li/.dxth T.i\ lor in c<tlor 
hrlfi iiiylor in l.oiuUm w .is 
an hour s[M*cial hist niuht 

"We now know that ' 
mass m.irket for c«>lor s. 
b&w owners — are (juite aware of 
color programing availability," he 
said. "It can Im- saf«-l\ concluded 
(hell that the mass m.irket d<M-s not 
( (insider color programing a .seritnis 
deterrent to Iniying a color re- 
ceiver." 

Touching on w hat he terme<l "the 
iiiosl c<»mprehensive surxey we 
have ever made on the subject of 
color tv." Saxon s;iid RCA found the 
color set owner is extremely loyal 
to color |)rograms. 

Wlu-n asked whiih program they 
would watch^-color \s li&w tx-ing 
aire<l at the s.ime time — he said 
I Aw set owners jx-rferreil Rt>iuinza, 
which is in color, over (.'•un.smokc, 
5.3% to ^^OP^c. Color set owners. 
lioweNcr. took Bonanza. SI' r to S^^r 
for Cunsinokv. He s.iid the remain- 
der of the KXX'c didn't know which 
program they would ch(H>se, or just 
didn t answfr the (juestion. 

In a comparison between Twen- 



KODAK TRIES ON NEW FAIR LOOK 





I: 



_B>'-T~^'r 






Ka<>tmaii Kodak, which ha.* had a photographic inforruaHoii tctitci 
focal p«»int of its NN'orld's Fair huildiiiKs since the ( olonihun IxixiMtmn 
of 1S9.). will continue this |xilicv at the l9f>4-T>.'S New York Fair. Ahose. 
rcnderine of air-conditioned. fiO.OOO-scj.-ft. pasilion shows Rlass-enclos^d 
area where teams of K(Klak seoit-e pervonnel will anotrr question* 
and help vi<silors to the fair ohijin well-e\po%ed and interr^tint pictures 



SPONSOR 7 ,)( roBER 1%3 



5S 



--_ -- RESEARCH 



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-RESEARCH 



Here are enough 
copies for all 
your products... 



Just fill them in and mail to Blair. Tell us who you want to reach, their age, education, etc. Our Bull's Eye Marketing 
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34 



SPONSOR 



OfTOUIK M'()' 



ti(lli i'tutunj and A/(«7 the I'ns^. 
he (.'BS show was thv winiu-r 
inioiii; l)(Ntw owruTs, 52*"^ to 'I'Y i 
lint wlu-n color srt owiuts volitl 
iuul Sa\oii, tlu' ^ap was narrowed 
jy tlu'ir vole ol -ll*; f for Cininnj to 
}7' r lor Press, which is in color. 

He sfrcss«'<l tliat the snrvcy also 
nclndcii comparisons between Ik\\\ 
)roi;ranis e\clnsi\i'ly so as not to 
end an\ nnfair weight to the in- 
Inence of color pronraminn. 

In another area, Sa\»)n feels thai 
t nia\ l)c "sooner than some expect ' 
H'fore the weight of color set own- 
■rship will help decide not only the 
X)Iori/ation of a program, hut the 
yj>e ot prouram as wt'll. Also, "it 
m\\ not be too long until we will 
leed a new measurement of color's 
nflnence in the marketplace," he 
.aid. "SimpK takin<4 the total Iv sets 
n use and measuring current eolor 
et sales against them is no longer 
m accurate reflection of color Ivs 
mporlance." 

Saxon noted that color set prices 
lave mo\ed downward in the past 
ear, but are still "a comfortable 
listance" from those of b6iw re- 
vivers . . . "and we cannot forsee a 
Irastic change in this pricing con- 
lition o\er the ne.vt few years." 

In another talk, HC.\ Sales Corp. 
idvertising- sales promotion v. p. 

Iick M. Williams told the club that 
determined and const.uit cam- 
aign to promote color has finally 
r^ulted in the new medium being 
rnil\ accepted by the industry and 
!|he buying public. He described the 
{tarions ad\ertising campaigns RC'A 
iitili/ed o\er the years to promote 
rolor t\\ as well as the problems 
hat had to be minimized before 
he public would seriously accept 
lor as a major new product. ^ 

Vine likes old line fine 

he tuneful scale •C-R-E-S-T-A 

paused B-L-A-N-C-A" is older 

han some of the brightest young 

itive men on Madison A\enue. 

' CVA Co. and agency Clinton 

Frank, will break a campaiiin 

he middle of this month which 

iiegesis that its not only fine wine 

its aged, but also fine wine com- 

r iiercials. 

I Although the jinule's old. CV.\s 

d plans represent a departure for 

•i Iw winer>, if only by extent. Com- 

iiy calls it a "multi-million-dollar 

Togram for all major advertising 



Old Ranger to offer 20 Mult Team model 




^ IC SCALE MOOa KIT £ 

OF AMERICAS FAN* ' c TFAM P 



Ilohb) ino(li-l kit of I.iiikius 2() Mull- Team ht'iiiu oilcn-d (o (oiiMiiiirrt 
fur a dollar aiui a Korali-t-iii laiindn di-txiitrant ho\-top \ia 20 Mulr 
Team I'rodnc'ts promotion now under wa>. Model is liea\ih ad\erti%«fl 
on da^time iiet«orU l\ , and on firms niulit sIkim , "Dralli \ allev Daw" 



media. Included an- radio, t\, and 
newspaper supplements. Its the 
"first time that a premium wine 
such as Cresta Blanca has been ad- 
\ertised in such a broad scope." 
says ad director Paul Farber. Tele- 
vision will get its first major play 
from C;\'.-\. Some 2.5 major markets 
are scheduled for 2()-and-fi()-second 
spots from mid-October lhrf)ugh 
next spring. It is estimated that 
broadcastine, both radio a?id f\ 
spot, stand to pick up almost SI mil- 
lion from the campaign. 

The Cresta Blanca jingle is truK 
an old soldier of singinn ctnnnyr- 
cialdom. Written by Morton (Jould 
and played by his orchestra back in 
the earK days of World War II. the 
jinizle has b»-en around the airwaNcs 
in N.irying degrees of intensitx exer 
since. It xvas usetl sparsely durinu 
the .5()s. In 1961 it xvas brought 
liack and used in th<' four or fixe 
toji m.irkets. indmlinu \<x\ York 
and Los .\n',:eK's. The upd.ited xer- 
sion xvhich xxill launch this falls 
national camtxiigti was arraniie<l bx 
\«'lson Biddle. 

Anotln'r phase of the procram 
has been re-desiiiniuii all Cresta 
Blanca lalvls for the first time since 
the turn of the centurx'. Emphasis 
also xxill be he-avily place<l on 
Homas "picture lalx^l.s" xvhich xxcre 
intr<Klucetl a xear ac<». 



Research is indirect aid, 
says Pepsi marketing boss 

.\(l\<Ttismt; resr.irc h tn.ikrs an 
important contribution to oxer-all 
marketing by proxiding a rational 
basis for adxertising planning at 
all of its stages — from concvpti<in 
to the various sti'ps of creative ex- 
ecution and media usage." Seymour 
Eusterman. market research v.p. of 
Pepsi-Cola, and memlxT of a Na- 
tional Industrial ('onference Board 
panel di.scussini; xvaxs of "(letting 
Maximum Heturn from the Adxer- 
tising Dollar," said that "research 
rarely makes its e«intribution }>y the 
r<»ute of direct and uiietjnrMKal 
solution to problems 

Eusterman said "fortunatelx the 
usefulness of adxertising res*'arch 
d«H>s not deix'iul on its ainlity noxx 
or later to achiexe d«»llar return 
measurement. The research extxni- 
tixe sees a "urowini; apj^' 
of the "pro|X'r function r- 

tising research, and noted that re- 
search fits ''m<»rt' ctimfortably" into 
the ad\ crtisjnv: |iroce\s than it omf 
did: 

"Ciopxw ritcrs and artists r.in i\ 
argue that research strannles their 
talents and inhibits their inspira- 
tion, anti coq)»»rate managem^'nt m- 
creasingly sees xvistlom in sjx-nding 
dollars fi»r adxertisinc research." 



PONSOR 7 OCTOBKR IW.S 



ADVERTISERS 




Druggist must be retailer, 
warns NBC TV sales exec 

The retail druggist — "besieged and 
beleagered as no retailer in history 
has been" — has been urged by NBC 
TV eastern sales \-.p. Max E. Buck 
to "stop being a medicine man . . . 
start being a merchandising man." 
Buck, who came to tv after ten 
years as a chain supermarket exec, 
was a principal speaker at the re- 
cent annual convention of the Fed- 
eral Wholesale Druggists Assn. of 
the U.S. and Canada. 

He told the 
assemblage: 
"Roll up the 
sleeves on the 
professional 
white jacket 
and put on the 
retailer's apron 
— symbolically, 
at least — and 
let's start sell- 
Buck ing. There's as 
much status in the apron as the 
white jacket — and probably more 
profit. Merchants are needed if you 
are to meet the attack of the re- 
tailers in alien fields who are gun- 
ning for business which is tradi- 
tionally yours." Buck suggested the 
drug retailers get "down into the 
arena with the supermarket feller 
— and out-think and out-maneuver 
him." 

The food man or the discount 
man gets a little over 2% of his 
volume from toiletries, he said, 
"and can't afford to give it more 
than 2% of his time. But it's 100% 
of your income, and calls for 100% 
of your time. You can work at the 
sales problems 50 times as intense- 
ly as your competitor in non-drug 
retailing," Buck told the druggists. 
He urged them to "sell jourselt 
first, then sell the toothpaste. 
Dramatize your store as the home 
of national brands. Heed the word 
— the printed word and the elec- 
tronic word — which the manufac- 
turers are using more effectively 
every day, to persuade the ladies 
to visit your store and to spend 
their husband's hard-earned money 
with you." 

"Don't steal Nour grocer's prod- 
ucts," Buck said. "They'll break 
you. But do steal his ideas and his 
sales tecluii(|iu's. Pile the goods 
high and sell it out. Small displays 



36 



mean small sales. Big displays — big 
sales." 

He also said manufacturers have 
to be on their toes. "Every ten 
vears, two dozen names drop out 
(jf the listings of the top 100 .Amer- 
ican companies, to be replaced b\ 
others. Of the leading food and 
drug brands of a dozen years ago, 
more than half have been replaced 
by competitors who out-promoted 
and outsold them. Somebody is al- 
ways coming up with a new prod- 
uct to take the place of the old ones 
which rest on their oars." 

Stores continue march 
to suburbs as sales mount 

As in other areas of contemporarx 
life, the swing to surburbia is exert- 
ing a significant influence on retail- 
ing. In fact, it is keeping the retail 
industry in a constant state of flux 
as store units continue to grow 
towards the cities' outlying areas. 
This trend emerged as the most 
dynamic factor in an otherwise 
rather static picture of 1962 depart- 
ment store retailing, published to- 



day in the 1963 edition of the 
"Departmental Merchandising and 
Operating Results" (MOR). by the 
Controllers' Congress of the Nation- 
al Retail Mecchants Assn. 

The MOR study is based on re- 
ports from 717 department, special- 
t\ , and branch stores with a com- 
bined sales volume of S4.7 billion. 
It i^resents o\er 200 merchandise 
selling departments and related 
merchandising and performance re- 
sults. .According to the figures, the 
over-all industry was strong in re- 
spect to sales, with volume climbing 
28% over the previous year. .\1] 
volume groups had gains, with 
stores over $50 million leading the 
parade of increases with a 3.7% 
gain. Largest sales gains were ii 
branch stores, which gained 4% ir 
\()Iume while downtown units helci 
even with 1961. Study conclude.'! 
that the branches, "by proxidin; 
the momentum for the gain in re 
tail sales, illustrate graphically tha 
retailing is still in a state of chang<' 
as the store miits continue to gro\ 
towards the suburbs." 

The departments leading in sale 
gain in tlic study are small electric; 



Finding right mixture for carburetor 




Checking script for Soliios ' Ciaiit Carburetor" coinincrcials appcarins 
in Cleveland Browns football telecasts and tv news shows in many Obio 
cities are (1-r) Fred \. Nilcs, president of Niles Communications Centers, 
whose Chicago studios produced tbc spots; Niles account exec Mrs. Editb 
Klacser; and Sal DeMarco, producer for McC'ann-Marscbalk, Cleveland, 
agency for Standard of Obio. In background appears a giant model 



SPONSOR/7 ocrroBER 1 ^ 



ppliaiurs and television, hotli up 
• over UKil, in l)r.incli nnits, 
p\d t\ uj) ^)' r, and line jeweliA and 
atclies pins I'/c lor nrhan nnits. 
IX'spite inarkon rising sliiilitK to 
;'.).i:V < from :\HM^y V in 1902. ijross 
ari;in at .W.I'V } this ye.ir reeordetl 
niinnle drop from 30.2(K c the \ «'ar 
re\ions. This was dne, acct)rdini» 
) MOH. to stock shortages and 
orkroom costs increasini^ Iraition- 
Uy and a small retreat in cash dis- 
imts earned. Markdowns at 
989c in 19(i2 are virtnally e\fn 
ith 1961 whi'ii the perc-entane was 
96' ( . accorilinji to the store trends 
ontained in the MOH. The study 
so points out that stock turns 
ave dropped considerably, with 
ores showinn 3.58' r turns in 1961. 
he stock turn rate last year was 
le lowest turnover experienced l>\ 
'tailing in 12 years. 
Before-tax profits climbed to 
14' f in U)62 compared to 5.()9' r 
t U)61. While the earnings im- 
rovement is small, notes MOH, if 
intiiuies the upward profit cycle 
epartment stores started in 1961. 
perating expenses chalked up an- 
her small increase, however. The 
imb from .3-3.98'^^ to 34.06^r this 
sar was indicative of the contiiuied 
ow but stead\' upward flow of 
usiness exists. Since 1957 expenses 
ave risen 0.81 percentage points, 
llespeople s salaries ha\'e account- 
i for over half of this increase 
HAS points'), with the balance at- 
ibntable to such factors as greater 
ayroll taxes and the result of in- 
ition on the cost of go<xls and 
Tvices. 

Looking at allocation of adver- 
sing, the study shows the most 
eavily promoted department in the 
ore is that of the furniture and 
edding department. .Mthough this 
epartment generates 4.4% of the 
)tal company volume, it spends 
4% of the store's net total news- 
laper advertising outla\'. This is in 
mtrast to the women's shoe de- 

, artment which has nearK the same 

olume contribution, 4.0' r, but gets 

nly 3.2'r of the store's advertising 

udget. Fashion and basement de- 

irtmcnts as a group tend to re- 

'^ e a proportionately larger share 

the available advertising funds 

'inpared to their c<irresponding 

'lume contributions. The reverse 

true in departments where co- 

perati\e advertising funds are a 

,^ctor. 




Miller Brewing names 
McDannald ad director 

I'diriici ,t(l\ (I I iMiiv; tii.in.ii^ci Im 
Hroun .uid Willi. imson Tobacco, 
Clyde K. Mc- 
n.innald has 
been named 
director ol ad- 
vertising with 
Miller Brew 
ing (.'o. I le sni 
e»'eds I'ldw.iiil 
(;. Hall, whose 
irticle '■.\dm.in 
H a ps H a d i o 
Hate Hise" ap- Mil)..mi..ld 

[)eareil in the 2 September issue of 
SPONSOR. McDannald has been as- 
sociated with Yonnu and Hubicam 
in New York, and Mcldnun and 
Fewsmilh in Cleveland. 

NEWSMAKERS 

\ u i\()\M.\M) to director ot pub 
lie relations and advertising for the 
soufh(>rn division of (>apital Com- 
paiu . land and oil development 
subsidiary of Transamerica Corp.. 
San Francisco. 

J.AMK-s L. Fkj^cuso.n to product 
plans manager at General Foods. 
W. P. Brown- to advertising man- 
ager, W. A. D.wis to associate sales 
promotion manager and John Cir- 
R.\.\ to national account manager, 
sales, also at General Foods. 

Miles Kkhok resigned as director 
of marketing for Hunt Foods & In- 
dustries. California. His duties will 
be assimilated by advertising, sales 
and marketing executives. 

Edward E. Parmelee to adver- 
tising manager of Bristol-Myers 
pnKlucts division. New York, lie 
was im accoimt executive at Hicks 
and Griest. 

Er.nest L. W hi inky. Jr. to mar- 
keting vice president of the foods 
division of Ix'ver Brothers. Davi^ 
.-K. Orr to vicx? president and assis- 
tant to the president. 

Philip L. Bondy to director of 
marketing at General Cigar, a new 
post. Morton G. Mk.ykr to national 
sales manager of the General Cigar 
division, and Hobert Lilienkei.d to 
national .sales manauer of the Esca- 
lanfe division. 

Robert Pa.sch to president of 
.\dvertising Writers Assn. of New 
York. He is with Ogilvy. B*'nson & 
.Mather. 




WHY SALES CLIMB 
ALONG THE SKYLINE 

There s refroshing sales perform- 
ance in this "one-buy' TV mar- 
•-et with Food sales as large 
.Ts the 29th metro area and 
■Drug sales that rank 26th! 



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Negro Audience June July 1963 



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'ONSOR 7 OCTOBER 1%3 



37 



PEOPLE-PAIRED . . . person-to-person radio pro- 
grammed for people . . . close-knit to the community, 
and "in-step" with its advertisers. A pace-setter in 
the SWANCO group, because it's "people-paired." 
KLEO "wears well" in the Wichita area — people 
who listen, like it . . . people who buy it, love it! 




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IS 
PEOPLE-PAIRED 



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KQEO 

OUEHOUC 



KLEO 



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eastman &, co.. inc. 



38 



SPONSOR 7 ocroKKR 196^ 



AGENCIES 

Radio researchi 
disgruntled age 



I] 



f ()U never ijft somtliiii lor nothin. 

sums lip tlu' sfiif imcnt of I lildrt-d 

imltrs, p«tIi.ii)s tin- most ouf- 

kcu am'ucA woman in the West. 

I ),iuntless Hilly," as she ealls her- 

. It. is a viee president of Honig- 

iper anil ll.irriimton, Los An- 

rs, and she to(»k a swipe at radio's 

leence with researeh money in a 

rnt speeeh to the Southern Cali- 

iii.t Broade.jsters Assn. 

\eknowletlninn the lienerally ac- 

;ited ne(>d for standardized re- 

mh in the industn.', Mrs. Sanders 

id "it has always struck me as a 

, .ccT fact that a station owner will 

Lladly spend a hundred dollars to 
evelop his own idea on co\erage, 
ut will \ell at a SIO assessment to 
leasure him in the same manner 
s his ct)mpetitor." She criticized 
lat in spite of the wide-spread 
eed for such research, many sta- 
on men are now balking at RAB's 
resent plan of devoting some 
200,(XX)to an industr> research pro- 
xt. Opponents of this plan include 
ven the fonner head of the H.\B, 
[evin Sweeney, now president of 
[GLM, Los Angeles. Mrs. Sanders 
notes him as saying the plan is 
ither "one of the more nai\e in 
AB's history, or one of the most 
tnic-al. because there is historical 
kidence that the "major research 
roject" rarely gets back in dollars 
1 advertising sales the dollars that 
ct«ts. " 

Today's ad\ ertising agencies must 
erfomi myriad functions for clients 
)r the same commission culled 
hen the agency's job was limited 
) creating ads and placing them. 
nd, said Mrs. Sanders, rarely does 
16 agencN' "get back in dollars of 
ivertising sales the dollars that it 
)Sts." Increased services are per- 
)nned because there is a netxl for 
>em, she observed. "Are we to be- 
eve that \ ou men support the R.\B 
:ily to have e\er> dollar of your 
jipport come back in direct sales? 
'r isn't the main reason for H.\B 
id SCBA very existance the de- 
jlopment of useful information to 
remote not onl\ new but con- 
nued use of radio to the benefit of 



''costs" quips 
ncy distaffer 

the community, the advertiser, the 
agency, and the station. .\re adver- 
tisers and auencies to believe that 
the t'litire r.idio industry truly re- 
Uards $2Ul),0(K) as a huge reseanli 
project?" 

The onl\ thing that will help 
radios rating problem, concluch-d 
Mrs. Sanders, is "wholehearted sup- 
port of the associations you have 
devi'loped and establishetl to 
handle matters just like these. Such 
support can't come from words 
alone — it will take monev." ^ 



'Soft, soft sell' ads 
pushed hard at RAB meet 

Adinrn on H-uIkj .\cl\irti.sMi'4 Bu- 
reaus Management (-'onference 
platform last week gave advice 
ranning from "see an analyst" to a 
prescription for winninu fat agencv 
accounts with a soft-sell techniciue. 
part of which is a no-srll radio 
show. 



li.il 11. Thurlx-r. picNident of 
Wade .\dvertisinK, Chicago, told 
the eonferencr in that ( itv Im • hi* 
agency put its inslitnlion.il ad l<i. 1 
get where more than half of its 
hilliuns arc — in hrundcast — wiih 
a show, th.it has no cxmuTMrrcials 
but d«H*s its work f<»r \Va<ii- Ix-fore 
its ever on the air. It gets tl»c 
.igencv- into exeeutive offices ol 
blu«'-chip busin«'ssmen interviewe<l 
Mil the show. 

The agencvnian who would send 
i.idio to a diagnostician is Walter 
(•uild. president i»f (>uild, Hasconi 
At Bonfiuli. San Krancisctj. "Hadio 
is far from dead," he said at the 
HAB nux'ting in Palo Alto. Calif. 
While acknowlcdiiing radio's vol- 
ume sales power, ('iiild still thinks 
radio has amnesia. "It has forgotten 
its magic. Radio needs an analyst. 
Radio's magic is w^rth analyzing." 
Radio was sick when tv was new 
and has made a remarkable re- 
c-overy but not a comeback to 'the 
romping, stomping, rambunctious 
medium it was." Ciuikl iM-lieves. 

Ir» Chicago, Tliurber's acuunt of 
his agency's radio show was part 
of pU-a for more "soft, se-ll . . . Mak- 
ing friends is the first step in 
making a .sale, and vdu don't make 
trii'nils by shouting at people," 



A LION FOR CALGON BOUQUET 




HiibiTt r. NfNMorntT (f. .icKiTtiMiic mcr. (nr ( .ili;i>n ( ori'-. Jcccpt* 
Venice Film Ki'>ti\ars (.raiul Prix I. ion <>f M. Mark jMard for oul\tand- 
inR tv hlni comnu-riial of Ncar in international ioin|K-lition. Award. Ki>cti 
for Caleon Boii(|uet\ "Tahitian Tim)!" commeriial. is prcM-ntcd b> .\rt 
Ross (tenter,!. \ .p.-t\/radio creative director, and N\illiam Penn»>l, senior 
v.p.. both of Kctchum, MacLeod 6c Grove, axencv which prepared the ad 



^l 



•/7 OCTOBER 1963 



39 



AGENCIES 



Thurber believes. He criticized col- 
leagues for becoming "a profession 
of ambulance chasers," making new- 
business a god rather than ad\'er- 
tising creativity. As evidence that 
the technique works, Thurber 
offered his company's new Falstaff 
Brewing Pacific account, won last 
month after months of work on a 
presentation that was "soft sell all 
the way." 

Wade's radio show was devised 
to meet the problem of an establish- 
ed agency that found its growth 
\irtually limited to the growth of 
its clients. Although businessmen 
knew about clients Wade adver- 
tised, they didn't know about 
Wade. 

Starting with a weekly half-hour 
on tv last season, the agency 
switched to daily radio this year. 
The new show. Business Day, is a 
five-minute financial summary Mon- 
day-Friday on WBBM, Chicago, 
offering market news, leading stock 
activity, a one-minute interview 
with a president or board chairman 
about his business and 30-60 sec- 
onds by a Wade executive on some 
phase of marketing. The company 
portion offers "nothing about our 
facilities, or personnel, or other 
usual agency cliches. Who are we 
trying to kid? No one. By the time 
we get through taping that presi- 
dent or board chairman's five com- 
ments, to run for one week, we 
have gotten to know him, and a lot 
about his business. That was our 
commerical." 

The Wade show is supported by 
mailings from a brokerage house 
where it emanates and by financial- 
page advertising in newspapers, 
plus i^ress party to announce the 
show when it began. 

At RAB's Palo Alto conference. 
Guild suggested an analytical ap- 
proach using research or program- 
ing to help radio compete with 
other media by defining radio's 
peculiar "magic." "Radio still is the 
only medium that has the proven 
power to consistently and depend- 
ably make millions of people laugh, 
cry, love, and hate . . . The trouble 
with radio's magic is not that is has 
lost its pizzaz, but that nobody has 
bothered to figure out just what the 
gimmick is," Guild feels. 

As an alternative to remedial re- 
search for radio. Guild suggests 
hiring top talent to create a sound 



40 



comedy show and put it on the 
air in prime time. "If a serious in- 
vestment is made in fine talent, and 
this fine talent is given the assign- 
ment of originating the world's 
finest entertainment, with radio as 
the medium, 1 predict that this fine 
talent will succeed in analyzing the 
power of radio, " he concluded. 

Armchair shoppers posing 
new ad industry challenge 

The revolution in mass marketing 
which has resulted in giant retail 
complexes for "one-stop shopping," 
is creating its own counter rexolts, 
charges the October edition of 
Grey Advertising's Grey Matter. 
Armies of insurgent consumers are 
rebelling against being pushed into 
crowds, standing in line, self-serv- 
ice, suburban traffic jams, and thin 
assortments. The result: an increas- 
ing segment of the growing popula- 
tion is doing an increasing part of 
its shopping tlirough the mail, 
phone, or at home. This says Gre\', 
is bound to affect the advertising, 
merchandising, and all-over mar- 
keting plans of consumer goods 



*l!«^'"— -ICE'O-OSRM 



R 



U" - ICE'O OERM 



M«;- ICEODERM 
^-" 'CEODERM 



^^^ 9 



Ice-O-Derm in national tv 

Colfax division of Shulton, via Kastor, 
Hilton, Chesley, Clifford & Athcrton, has 
begun nine-week network and spot tv 
push for medicated astringent, Ice-O- 
Derm, following successful regional test. 
Web buy includes participations in day- 
time shows on ABC and CBS — "Pete 
and Gladys," "Mike Wallace," "I Love 
Lucy," "Real McCoys," "Price Is Right," 
and "Trailmaster" — and spot buy is for 
an additional five to 21 announcements to 
"heavy up" major markets 



manufacturers of the nation. 

Foremost among the new forms 
of distribution sought out b\- the 
frustrated consumers is the cata- 
log, says Grey'Matter; not only mail 
order but also as a form of in-store 
selling. The full line of stores being 
opened by Sears, Ward, and now 
Penney, will give the catalog desks 
prominent places in the store 
and "often look to these desks 
for higher percentage of sales in- 
creases than from the store as a 
whole." Such desks are also making 
inroads into discount chains, vari- 
ety chains, supermarkets, and de- 
partment stores. Despite general 
opinions that catalog selling is "a 
mere dot on the retail picture," 
Grey Matter points that it produced 
over $1 billion of Sears' 1960 sales. 
And it's not strictly a rural business. 
Sears Roebuck does more catalog 
business on the telephone in Chica- 
go, New York, and Los Angeles 
than it does in 47 of the 50 states; 
more in Boston than in the entire ^ 
state of Vermont. 

The trend to in-home shopping 
has tremendous implications for 
television advertising. "As color tv 
penetrates into the mass market," 
the agency reports, "it is conceiv- 
able that some day direct ordering 
by phone right from the picture 
projected on the screen will loom 
large as a consumer buying pattern. 
The possibilities tax imagination 
And what an impact this will have 
on pre-selling through advertising.' 

Though some advertised brands 
find their way into catalogs, the 
major emphasis is on private 
brands. However, Grey Matter con- 
jectures, advertisers will not long be 
content to stay cut out of this im 
portant and lucrati\e market 
Strong brands will find in mam 
catalogs a haven from price cuttinj 
and the pressure of discount houses 
cost of selling to catalog houses i 
less because buying is usually don« 
at a central point; no promotiona 
allowances, no competition fo 
slielf position or store display, n 
incentive deals for retailers ant 
salesmen, etc. are all opportunitie 
for business. "The consumer count 
er revolution is a challenge to a 
makers of advertised brands be 
cause strong advertised brand 
should have a decided advantag 
over unknown brands in catalo 
and mail order selling," conclude 
Grey Matter. 






SPONSOR/7 OCTOBER l'.»( 






I 



Gardner, 3 offtiers link up 

to form Milan - based agency 



Allili.itimi.s lutufrii Aiiuricaii .iil 
vtTtisin^ am'ncifs and ajit-ncics in 
otiit'r c-oiiiitri(*s is iiou old li.tt 
Il«)\\«'\rr, last wrt'lc a lu-w ctmcopt 
in iiit(-riiatii)iial advertising was in- 
tr<Hiur«'d wlifii lour avicnncs. rt'- 
pn-Si-ntinu fi)ni diilcit-nt nations, 
announced llicy li.id jointU crcat*'!!. 
and uonid jointly opcLili-. a iit-w 
Italian agency. 

Ciardner Adv., .St. Louis its Lon- 
don .ilfiliati-. Hntlor Cv (iardncr; I'nh- 
licis of Paris; and .STIT i Studio 
Tfcnico Itaiiano Pnhhiicita) of 
Milan, annonncrd thrir joint ven- 
ture uill bruin operation earl\ n«'\t 
year in Milan. 

The agreement calls for the li- 
quidation of .STIP. which was 
founded in 1952, and the creation 
of a new corporation to he known 
as I'uhlicis, (Gardner. Hntler e Stip 
Sp.\. 

The niulti-nafion.il. uiulti-liniiual 
board ot directors of the new nnilli- 
name agenc\- will consist of Claude 
Marcus, nianauinii director of Pub- 
licis; Kilippo Theodoli, v. p. and ac- 
count supervisor of Cardner; John 
H. Leach, v. p. and director of C^ard- 
fner; Cordon C. Shelton. vice chair- 
iman of Hutler & Cardn«-r: and Wal- 
ter iiolli and .Mberico Lahitta, co- 
owners of STIP. Cardner will be at 
the helm of this committee of op- 
erators, with Theodoli serving as 
president and managinu director 
f the board of the new agency. 

The joint venture will enable the 
American, British and French 
iUencies to ser\iee their present 
L'lients in Italy, and will "permit 
an aggressi\e nnifietl program of 
lew business development." 

Cardner's domestic liillinys total- 
led more than $.50 million in 1962. 
Butler ^- (Jardner bilKxl over $3 
nillion. Pnblicis, one of the largest 
agencies in France, reports annual 
billings of over $20 million, or 
ibout A% of total French advertis- 
ing expenditures. STIP in the past 
two years tripled its billings to 
81.2.5 million. 

1 Cardner, which now has approxi- 
, jmately 14 clients engaged in inter- 
national business, will, for the first 
.jtime, have the facilities to ser\ice 
them in Italy. The agenc\ reports 
it has already experimented with 
.•V commercial production in France, 



SPONSOR /7 OCTOBER 196,1 



.Old sees "no reason" w h\ flu- s.irni- 
cannot be clnne m lt,il\. It w.is 
noted tlwre are some .100- 100 ac- 
tors .iNailable there for cunimercial 
roles. 

.Milan, according to (iharlcs K. 
Claggett, president and chairman 
of Cardner. is "virgin territorv" for 
■ l<'i;itiin.ite advertising agencies. 
\u organization similar to the 
I . S.'s 4.\ is in operation there, and 
has been askinu ior help in the 
form of "know-how," which (Gard- 
ner hopes to provide 

Falstaff Pacific to Wade 

Wade .\d\ei tiMii'4. Los .\nni K s, has 
been selected from four west coast 
agencies to handle Falstaff Brew- 
ings Pacific division, consisting of 
three states. .All agencies under 
consideration made presentations 
at the brewing firni s national 
lu'achjuarters in St. Louis. 

The rest ot the year will be used 
as a pericnl of transition, according 
to a spokesman from the firm. Dur- 
ing the remaining months ol b'.] the 
agency will prepare a "bold and in- 
novational approach" to beer ad- 
vertising for the division. 

Dancer - Fit/gerald - Sample will 
continue as the companv s national 
agency, handling the other 27 

St. lies 

NEWS NOTES 

C&W gets .\cro Shave: Hovk-.Mid- 
way division of .American Home 
Products moved its .Aero Shave 
shaving cream to C>unningham 6c 
W alsh, New York, The agency also 
h.MuIles the advertisim; for several 
other Boyle-Midwav products, in- 
cluding Dri-Britc- Floor Care, Easy- 
On Spray Starch, \\'cM)Iite Cold 
Water Wash, and Wizard Room 
Deodorizers. Some other account 
switches include Packard-Bell ot 
Los Angeles, leaving Robinson & 
Hayes after a 14-year relationship. 
It h.is aw.irded its $.5.50.000 account 
to Carson/Rolx'rts of that city. Ra- 
dio and tv spots are expected to 
continue as piu^t of the client's 
multi-media ad strategy. The Dale 
W. Roe .Agency of S.m Francisco 
named to handle advertising for the 
^M) million, 115-acre real estate de- 




WHiiili-rhil lldTuLi Jcle \'i\ioti 

/NEWS 
LINE 

Minnlay T/iroiig/i I ridm 

6 P.M. TO 6:30 - la 

News Action .. 
Editorial Comment - Brevard 
News — Sports 

6:30 TO 6:45 ABC-TV 
Ron Cochran With the News 

11 P.M. TO 11:30 ABC-TV 
Murphy Martin With the 
News - Mid-Florida News - 
Action Weather — Editorial 

Sii»<i/<n 

10:30 TO 11 P.M. 
ABC News Report 

Represented N.itionslly by Adam Young. Inc. 

WF'u'W 

ORLANDO, FLORIDA 



WNDU-TV 



S/theyll never*. 



•SERVES INDIANA'S^. / 

\ fc ,;• WAKE IT IN • 

VLAR6EST MARKET./.' ; thEBIGIO' / 

» -' • / 




WNDU-TV 

SOUTH BEND • ELKHART 

CALL * I S A '. i- . 1 1 • » '.' ■ . ■ . -- 



41 



AGENCIES 



velopment in the Lake Tahoe, Cal. 
area. Alcoa Residences, an affiliate 
of Aluminum Co. of America, ap- 
pointed Cole Fischer & Rogow t-o 
handle the advertising for three 
Manhattan residential commimi- 
ties. Kips Bay Plaza, Lincoln Tow- 
ers, and Park W'est Village. 

Quarter-century mark: The 25-year 
association hetween Pure Oil Co. 
and Leo Burnett Co., was cele- 
brated at a luncheon 25 September 
attended by 22 officials of the two 
firms. Burnett's total billings in 
1938, when Pure Oil joined its 
client roster, were $L3 million. To- 
day the agency bills more than $150 
million. The 28-year-old agency has 



already celebrated the quarter-cen- 
tury mark with three other ac- 
counts: The Hoover Co., Green 
Giant, and Brown Shoe Co. 

Dallas frms merge: Jack Wyatt Co. 
and Wright, Allen & Ryan have 
consolidated under the name of 
Wyatt, Allen & Ryan with more 
than 50' clients. Wyatt is president 
of tlie new company and Bill A. 
Dunagan is executive vice presi- 
dent. Home offices will be 1900 Life 
Bldg., present h(>adquarters of Jack 
Wyatt Co. 

Merger in Salt Lake City: Hoggan/ 
Hall and Ray Higgins Advertising 
have consolidated imder the name 




tM L 






La Rosa goes one for four 



Agencies are constantly discovering 
new ways to beat rising costs of 
talent used in television commer- 
cials. This latest effort, although not 
novel, has one actor — Bill Britton 
— playing all these dedicated char- 
acters in a new La Rosa musical t\ 
commercial concei\ed l)y Hicks & 
(trcist. Prom the top, tlies arc The 
Sauce Fan, The Sauce Fiend, The 
Sauce Fanatic, and The Sauce Af- 
ficinado. Why are they so e.xcited? 
They have just discoNcred La 
Rosa's "Super sauce holding maca- 
roni shapes' tli.il Imld more Italian 



42 



sauce, sa\s Hicks 6; (ireist. This 
commercial and 12 others form a 
saturation spot tv campaign consist- 
ing of minutes. 20's, and lO's being 
aired 50 to 6!) times a week in 13 
major markets. To run for 26 weeks, 
the campaign is now in such mar- 
kets as New York City, Philadel- 
phia, Boston, C^hicago, and Los An- 
geles. Original musical background 
for the commercials was written 
bv Mark Brown Assoc, with lyrics 
In Hicks & Greist. The On-Film 
CoMipauN of Princeton, N. J., was 
tlic iiroducer. 



of Hoggan/HaU/Higgins with of- 
fices at 116 S. 5th East. Principals 
include Ned Hoggan, who will head 
the new agency and who is a veter- 
an of 24 years in advertising work 
there; Nelson W. Hall, Hoggan's 
partner, and Ray Higgins, who was 
with several Salt Lake City agen- 
cies before opening his own shop. ' 



NEWSMAKERS 

Charles G. Torosian and Ron- 
ald F. Sa.vdilaxds to art directors 
with Needham, Louis and Brorb\- in 
Chicago. Robert F. Nelson as 
writer and John W. Murphey as a 
tv-radio producer. 

John Monsarrat to the board of 
directors of J. Walter Thompson. 
Elected to vice presidents are Don- 
aldson B. Thorburn, Rudyard C. 
McKee, Stever Aubrey, Don.ald 
B. Armstrong and William H. 
Hylan in New York; Alexanueb 
H. Gi XX III and Clarence S. Lvnd 
of Chicago; and Franklyn R. 
Thomas of Detroit. 

Paul J. Betz and Richard C. 
Owen to vice presidents of Mel- 
drum and Fewsmith, Cleveland. 

Charles Piccirillo to art di- 
rector of Papert, Koenig, Lois, New 
York. He has been with Do\le Dane 
Bernbach. 

John T. Allison to vice president, 
account executive of Chisholra. 
Bauer & Neil. He was Latin Amer- 
ican sales manager of International 
Media Guide. 

Ernest J. Hodges to marketing 
ad\isor to the Department of State 
for the Central American Commor 
Market. He was senior \ice presi 
dent and a director of Guild, Bas 
com & Bonfigli, San Francisco. 

La\mience Butner and Lr\i( 
Pelizon to vice presidents of Alber 
Frank-Guenther Law. 

Henry Schachte to J. \\'alte 
Thompson as part of the manage 
ment group and executive chair 
man of rc\ lew bcxirds. He \\ as witl 
Unile\cr Limited in London in th 
marketing division. 

II AHOLD H. Marqi'is to genera 
manager of Hoefer, Dieterich i 
Brown, San Francisco. 

William T. .\dams to copy grou 
head of McCann-Erickson, Los Ar 
geles. He was copy chief for 
Walter Thompson in New York. 



SPONSOR 



/ ocroBi R 



196 






V MEDIA 



A peep into viewer diaries 

Loud commercials annoy; progranrj choices vary 






iioi'ii traciitioiially confide a 
urc.it tif.il h) tlii'ir cliarii's. In tv, 
-It's miuli tin- saint' with viewer 
liaries which form part of the in- 
lustn's systems of audience mea- 
urenient. V'iewt^rs say a j^reat deal 
ibout tv in them, and you'll find all 
hades ol opinion, as witness: 

"Proiiroms are very poor. Some 
nsult our intellip.cnce. I want to 
mow tcluit iiitppcnvil to the iiood 
ii^httintr shotis tluit helped im- 
nove our knoulediie.' 

I u(is a teacher for tuamj years, 
'linee my rrtircmcnt Ire enjoi/ed 
he te so very much. It has been m- 
tructive as weil as a pleasant pas- 
ime." 

Two neople. witli two opposing 
iewpoints, expressing them freely 
jld witliout bias. 

It's quite revealing to examine a 
iewer tv diar\-, such as those of 
lRB, particularly one in which a 
neniber of the family has taken 
ime to offer his remarks on the back 
age titled Comments and Su£iiies- 
ions. 

Some of the remarks are prett> 
nueh to the point: 

Commercials are much too 
oud. ' 

"We enjoy situation comedy pro- 
-ams mostly." 

"More sports are needed.' 

"We are all \ cry pleased \\ ith t\'." 

Others are longer and more in- 

ilved: 

"I do not like the obnoxious 
houting harcl-sell commercials used 
>n most programs. It seems as 
hough the sponsors think they are 
ddressing a nation of idiots, and 
he onl\ way to sell their product 
s to .shout its name over and o\er 
gain. Why can't they take a lesson 
rom the 'Jack Benny' prosiram? 
rhere are several products I uill 
^bsoluteU not buy because I figure 
hat if they require such a hard sell 
hey are in some wa\ inferior to 
)ther similar prcxlucts." 

Or: 

"I get sick and tired of people 
vho write articles . . . and say that 
i-iewivs who watch certain pro- 

! 
I 

I^MSOR/7 ocTOBF.R 1963 




Television Utopia via swivel-chair is the solution to the back to back program problem 



grams are dumb, not educated, etc. 
I am a younu mother \\ ith two small 
children, .\fter a hard day I find 
it a pleasure to sit down and see 
Cladxs get her finger caught in a 
bowlinu ball, or .\ncly kiss his girl 
while Harney looks on, or any other 
show \\ hich takes away the thought 
of Cuba, Russia, bills, war, and in 
gtmeral unpleas.mt thini;s. I was 
educated and highly trained in the 
music world. 1 love musical shows 
and also drama, but on the other 
hand. Iin not stupid because I love 
comecK . .Also, I get very angry 
when two good shows are opposite 
each other. I understand that this 
is done to tr\ to beat »'ach other 
out, but think of the \iewer who 
wants to see them both. ' 

Then, of course, there s .il\sa\s 
the yoimyster who gets the final 
say before the diary is drtipped into 
the corner mail-box: 

"I would like to see some Tom 
Neal picture rerun one is Tom Neal 
in The Red desert where he shoot 
a nake and one is look like the hole 



world is falling in one liim and he is 
in a little boat in the water and the 
water is full of cr(X"<KliIe I don't no 
the of it but it is a wonderful pic- 
ture I would like to see it some time 
and he have other desert pictiu-c 
please run some oi them to and a 
nother picture Tlic trip to Mars. I 
cant see Church picture on Suncby 
be c-ause I qo to schurch Sunday 
morning and when I get back they 
are off so thank you a lots." 

.\nd finally, there is tlie viewer 
who has the whole solution to th<" 
problem of commercials richt at 
her fingertips. 

She suggests "that three-fourths 
of the money sjXMit on protlucing 
commercials (n"'t the programs) 
bo channeled into government 
projects such as a cidtural c-enter. 
imemployment relief, reducinn jht- 
sonal inct>me taxes, and abolititwi 
i>f lu\ur\- taxes on c<wmrties. en- 
tertainment, jewflry, w.itches. and 
leather g<HxLs. thus doing much 
more good than supp«»rtinc adver- 
tising auencies we ci>uld well d" 



r 



V MEUIA 






[J j~_\^ 


^ 5 


K 



without or at a minimum." 

There's a great deal of repetition 
in many of the comments, which 
leads one to believe that many 
people hold the same viewpoints. 
For instance, worded a little differ- 
ently, here is another remark simi- 
lar to one previously cited: 

"The shouting, screaming com- 
mercials that are so much louder 
than the program to which I am 
listening force me to get up and 
lower the sound. Since I'm up any- 
way, I just turn the set off. I think 
amusing commercials — in line with 
type of program being presented — 
could put tv back on the map with 
me — for example. Jack Benny's 
program and commercials." 

.\n Atlanta housewife adds that 
"most programs are a complete 
waste of time, in my opinion. Com- 
mercials are more than a waste of 
time. They are at best silly, childish, 
and too long. At worst they can be 
thoroughly obnoxious and some- 
times offensive. I resort to the only 
recourse I have and refuse to buy 
the products advertised, no matter 
how good they are. On the other 
hand, several years ago. Snowdrift 
had such an effective short commer- 
cial that in sheer gratitude I 
promptly went out and bought a 
can. ' 

.\nother viewer in a southw cstern 
state complains that "background 
music (so-called) is raucous, much 
too loud, and thoroughly annoying. 
One station, on Wednesdax the 



■H 



fourteenth, in one -half-hour pro- 
gram ran ten ads. This station is 
K— , but all three of the stations 
do it constantly. I, for one, will not 
buy any of the products which are 
advertised excessively and nauseat- 
ingly. As a matter of fact, I turn 
the sound completely off most of 
the ads. We watched a great num- 
ber of these programs (referring to 
programs entered in diary) in lieu 
of better ones. We prefer travel, 
debates, world news, but who can 
get it?" 

Carrying this idea a step further 
is this Illinois viewer who suggests 
that ARB "run a survey on pro- 
grams liked rather than watched. 
We find oiuselves watching what 
is on although we don't care for 
that type of program." 

Then, there's the North Carolin- 
ian who says, "Some of the pro- 
grams viewed were selected be- 
cause they were the better of those 
presented. However, these were not 
]iarticularly good." 

A lad\' from Wichita, bored w ith 
the whole idea of watching tele\'i- 
sion, writes, "Just because we watch 
shows, that does not mean we think 
they are good tv shows. Tv has be- 
come an unemotional way to pass 
time. T\ holds our attention and 
does nothing but make cute sounds 
and (lash scenes at us. The comuier- 
cials have more information than 
the programs. In other words, tv 
is just a lousN way to pass time 
and we alwavs seem sorr\ tlie fime 



has been wasted, but with oiu: 
large investment in the color set, 
and our tv habit, we are hooked." 

Someone always has an easier 
answer to the problem of raucous 
commercials than physicalh' getting 
up and turning dowTi the volume. 
For instance, a New Jersey \iewer 
says: 

"To us, if the commercial presen- 
tation were cut in half in most com- 
mercials, it would be more pleasing 

to the public. D and A 

should change their picture and 
line of sale' more often. We ha\ e a 
"Blabber Mouth " on our set (a de- 
vice which cuts out the sound but 
not the picture)." 

Some people just naturally re- 
fuse to be pushed around, too. In- 
dignantly, a lady from Knowille 
writes, "I don't appreciate the . . 
peanut butter commercial in which 
cliildren are told to 'send \t)ui 
Mom to the store' . . . My childrer 
don't gi\e me orders!" 

How pre\ alent are \iewers' com- 
ments, and are the\' all negati\e! 
Of 10()0 diaries chosen at randon 
from different sections of the coun< 
tr\-, 39.5% contained one or mort 
comments, while 60.5? containec 
no comments whatsoever. If the ok 
adage is true that people rareK e\ 
press an opinion until somethin; 
doesn't strike their fancy, then per 
haps the majority of people in thi 
sample are satisfied with the statu 
quo of tv. This, however, is onl' 
offered as a Inpothesis and not 



SPONSOR 



OCTOBER 196 




onclnsion. The real purpose of this 
arficlf is to prrsont some of the 
main ideas which the Ainerican 
newiim pubhc points out in an 
jflP-lumd, straiuht-froin-the-shouldei 
fashion . . . many of wliich undoiiht- 
edl\ hold a threat deal of \irtue. 

While the majority of the com- 
ments probably carr\' a neyati\e 
connotation, there are some \\hi(-h 
praise tele\ision endlessK : 

"I hope by keeping this dairy, it 
will eniinhten \()u as it has me. It 
has made us realize just how much 
entertaimnent we derive from it. 
Very seldom have we e\er had a 
program on that would be consid- 
eretl offensi\e. Biit then, there is a 
dial to turn if that should happen. 
The television industr\- is to be 
commended for its censorship. 
Movies or shows in our theaters are 
ven' lax in ctMisorship anymore. 
That's another reason for our en- 
joyment of television. Thank you 
for lettini^ us participate in your 
census." 
The TV set is one of the most 
Aised and important articles in our 
ijpome. If it jiets out of workinu or- 
■ "tier it is fixed at once, the same as 
.^he washer, stove, or refrigerator." 
jl "T\' is definitely our major form 
Spi entertainment, and we are ever 
.Jlw> grateful for the \ariety of pro- 
iins available that are usualK 
; liable for several members of our 
t.unily. I believe the programs we 
ij<n the most are the full-length 
iture movies, and wf would like 



to see more and better movies re- 
leasetl for T\'. The news medium is 
outstanding and alwa\s the high- 
light in our day." 

Perhaps the most realistic com- 
ment comes from this \iewer who 
has learned to accept the bad with 
the g(K)d: 

"Television has possibly the great- 
est potential of an\ information and 
entertainment medium, but it can 
never realize this potential fifteen to 
eighteen hours a day, seven days a 
week. I think probably one or two 
programs a month justify all the 
time I spend watching our set. To 
me it is ine\ itable that any regular- 
ly scheduled j^rogram will finally 
reach mediocrit) . I have no solutit)n 
for this situation, but the "box* does 
have its moments and the>- are not 
to be miuimi/ed. This past week, 
tlie NBC Opera prosided such a 
moment and reaffirmed, by pleasing 
me, m\- faith in TV's exciting 
future." 

.\not her slightly warmer-temperrd 
diary-keeper can't (juite go along 
with the philosophy of the nets. 
.She says that "it is inconceivable 
that corny, warmed-over junk like 
( program names ). to cite only two. 
can remain on the air when a real- 
istic, refreshingly different, but b«'- 
lie\able human program like 'It's .\ 
Mans World' has to be discontin- 
uetl. I understand this is due to 
comjH'tition from other network 
shows. Couldn't this excellent pri>- 
grain be given a chance to pro\e 



itself in a differ<-nt time jx'riod 
where the ( (imp«tition is not so well 
established.'' The reason the [Xinel 
shows draw audiences is that the>-, 
too, ofb-r more warmed-over stories 
and jokes that have been watchi*d 
since the beginning of T\'. W'lien 
something different is offeri-d, it 
.seems silly not to give it a fair 
chance." 

.And the siript writer's attempt to 
portray life as he thinks it "really is" 
ver>' often reo'ives a comment like 
this one from .\lbu(iuer<{ue: 

"Tlie social degenerati«»n makes 
many programs a waste of time. 
Why do the her(x>s have to spend 
three-fotirths of their time in bars 
and w ith girls of (pu-slitJuable mor- 
als? The real her<H's and heroine* 
that our children should a|>e are not 
this type. Mor«' programs w ith high- 
er standards and m<»rals would be 
appreciatetl." 

Following the same trend of 
thought, this Syracuse housewife 
writes: 

"Isn't there a i>ossibilit\ of putting 
on any adult or .semi-adult program 
w ithout the aid tif a drink iLs a prop? 
it really isn't a help to the ycnith of 
America. What yotmg |>«i»ple see 
along thes<' lin«-s. they take to fv 
the real way of life and add t«i th«- 
(Xipulation of .Skid Wmv. W'hv can t 
people realK grow up and scv the 
drinking prublmj for wh.it if re.JK 
is?- 

Of ctuirsi'. tlu'r<- are f ■>. 

who haNe their suggestion a 



SPONSORS? OCTOBER 1963 



45 



TV MEDIA 




gOAPl 



Soap operation. Many diaries stress the advisability of cleanlng-up profanity on shows 



to program the local station: 

"Please remove Dragnet and re- 
place it with Top Cat. The whole 
family loves Top Cat and we do 
not like Dragnet." 

"If children's shows came on from 
5 to 7, then they would be finished 
with studying. Most people have 
supper hour from 6 to 7, so if the 
weather and news came on immedi- 
ately at 7 to 7:30 more programs 
would be viewed." 

Perhaps there's no political bias 
intended, but there's one young 
mother who declares that "we see 
entirely too much of President Ken- 
nedy. The kids wait all day for their 
cartoons and are so disappointed 
when they aren't on." 

And, how about the Syracuse 
viewer who doesn't like "To Tell 
The Truth" because "they don't all 
through the program and at the end 
finally do." 

Some of the complaints deal with 
unappetizing commercials : 

"We are \er\' sick and tired ol 
seeing things such as underarm de- 
odorants and laxatives. We snack 
while viewing and sometimes these 
commercials are very sickening." 

"I suggest if the big companies 
wish to sell their products that the>' 
make their ads more pleasant to 
look at. I hav(> reference to the 



46 



bathroom, sink, etc. These ads 
would make anyone sick." 

At times, the "one station" market 
gets kicked in the pants: 

"A tax supported community an- 
tenna would be wonderful. W 

needs some competition to make it 
improve. The diet is too limited. 
Really good shows (historical, 
educational, informative, current 
events, etc.) are often on at a time 
when children are unable to watch, 
but the time-filling 'junk' is always 
on when they can watch." 

In the area of "poor taste," here 
is one housewife's opinion of dram- 
atic shows: 

'I do not like profanit\ and I 
never hear it in my home. It annoys 
me when it suddenly comes from 
the TV. It seems lately that in ever>' 
dramatic show, one of the actors 
has a profane line even if it has to 
be dragged in by the heels, so to 
speak. Most people are able to get 
the point, I believe, without the 
author resorting to objectionable 
language." 

Another feels that "during the 
hours when children are aw ake . . . 
careful consideration should be 
made as to what goes on anv chan- 
nel." 

A tiiird sa\s tliat "if a pla\ must 
lia\(" a torrid lo\'e scene, one should 



know from the listing in advance. 
When one is watching TV witli a 
15-year old, and this sort of thing 
comes from the screen, it is very 
embarrassing; Station WNYS (Sy- 
racuse) shows on the screen its re- 
commendation, if for adult viewing 
only. This we appreciate." 

The majority of negative com- 
ments probably are in the area of 
commercials. Here, along with those 
already cited, are typical remarks: 

"Commercials as such are my pet 
peeve. I know the>' are necessary, 
but can't they be true to life and a 
little less sickening?" 

"My one complaint is the same 
as everyone's. There are too mam 
commercials. I understand the nec- 
essity of commercials, but I feel 
during a half-hour program, for in- 
stance, four or five commercials are 
ridiculous. If ever an answer to tliis 
problem comes up, I am sure the 
American public will act on it. 

"I feel that commercials could be 
improxed. The>' seem to be aimed 
at the stone-deaf. They also seem 
to assume that all viewers are im- 
beciles — very insulting to one's in- 
telligence." 

"Commercials should be aimed at 
mature adults and not at morons.' 

'We get especially burned n\: 
when the stations raise the volume 
during commercials. The\' must 
think everyone is deaf." 

The following comment, how- 
ever, would probabh- get first-prize 
— if prizes were offered. It co^le^ 
from a proper Bostonian who de« 
clares that "if the ad\ ertising peojilc 
are trying to reach children of pw 
school age, the\' are doing a magiii 
ficent job. Monday, our youngest 
girl fell and started to cry. As 1 
picked her up to comfort her a com 
mercial came on. She immediateh 
stopped cr>'ing and sat transfixec 
until it was over, then resuniec 
crying." 

In simimar\-, plent>' of people 
have plent\- to say about T\^ Man\ 
opinions are imdoubtedly formec 
after reading argiunents of othiT: 
in the free press, others are foriiut 
from quiet e)bser\ation. Some havt 
ne) opinions whatsoe\er — or at leMs 
the\"re not expressed. 

Still others are concerned tnl 
with the problems of the meHneni- 
like the irate viewer who remarki ii 
just prior to mailing her diai\ 
"You can use a better glue on tli' 
flap." # 

SPONSOR 7 ocTOBiR 196: 



II 





^ 



ottle opening pjp o^ens Uici R te Iv minute. 



iih 



tastes lalso seilsi like ui 









■imated dols make calorie comparison. 




CdiOfie count neips a size l^ stay a sue 12. 



Fattening drink market 



poh r DHi.NKS in tlif diftan food 
# fit-Id art' shaping into .i laf tnar- 
tet and a fitTcv fit'ld oJ tompt'tition. 
iotllcrs and "canners" are Hocking 
nto tlu' firld. bringing new millions 
)f broadcast amnio with them as 
he\ fight for a national dollar po- 
ential estimated \ariousl\ from 20 
o 2(X) million dollars. 

Low-calorie soft drinks are tempt- 
ng customers with cola, lemon-lime 
lind complete flavor ranges, ne\\ 
aanies. sizes and packages. One 
rhallenger. Diet-Hite Cola, which 
laiins first place in lnw-calorie soft 
Irinks and fourth place among all 
nationally in 18 months on the 
ket. is on its way to sp«'nding 
V than a $1 million in spot t\ 
his year. Diet-Rite is a Uoy.d 
'rown protluct. 

A partial count of jow-c-alorie soft 
ks shows at least 14 new and 
labels in national and regional 
ibution. .\mong the contenders. 
n addition to Diet-Hite. are: 

Tab. low-calorie cola franchised 
'\ ("i)ca-Cola"s Fanta Division in 
Ml.mfa. r.,i : the Patio line of fiv,. 



flavors by Pejisi. New York; Like, 
lemon-lime enfr\ b\ Seven-l'p of 
St. Louis, I'pper Tru lemon-lime b\ 
Ho\al Crown of (Columbus, Ga.; 
Sugar h'ree liubble I'p. lemon-lime 
by Bubble I'p in Peoria; Slenderella 
cola in an aluminum can by Can- 
trell & Cochrane, New York; No-Cal 
by Kirsch of Brooklyn ( in the field 
since 1952 K Cott of New Haven. 
iloflman of Long Island City. Can- 
ada Dr\ of New York, Shasta of 
San Francisco, Hires of Fvanston. 
and Scpiirt of \'an Nuys, Calif. 

While coiup<fition is growing 
hot. leading bottlers .say the loU- 
calories sales are not being made at 
tlu> cost of their established lalx'Is. 
During Diet-Hites introtluctor\ 
month in one m;ij()r market, sales 
of Ho\al Oown Cola went up 76*^r 
at the same time. Others say the 
dietary drinks are bringing new 
customers to the soft tirink counter. 
The pattern l^^ais out ;i basic mar- 
keting assumption made by Koyal 
Crt)wn in H)61 wln-n the decision 
was made to t<'st Diet-Hite: "that 
there is a ma.ss m uL. t for 1. iw « ,d- 



oric iNXer.iges not lltiute<l to fat 
|K'oplr. dialM-tics. and i omplexioii- 
i-onscious teenagers 

Budgets of the big in 

iikIm ation of the neu 
sibilities for television. Krorn a 
$177,910 start in sjxit tv last y»'ar. 
Diet-Hite bottlers went to $72^.700 
the first si\ months <»f this \ear ;md 
are likely to double this tu.irk bv thc 
end of the year. Togetlicr, the Royal 
Crown and Diet-Hite laln-ls acx-oiint 
for SI. ft million for januar> -July, 
more than twice last year's six- 
month rate. Tab is getting an im- 
pressive share of Coca-Cola's sjK)t 
t\ uhich amounted to $6.8 nullion 
the first hall of the year. Patio lia- 
\()rs could figure in a $3.16 mil- 
lion six-month exjvnditure in spot 
l\ b\ Pepsi bottlers. 

I.illlr l.iiiiiu hiT 

In their stop,' of low-calorie lead- 
ership, Diet-Hite's makers have lik- 
ened the launching to "the diminu- 
fi\c tugboat that shoves the '(^ueen 
\Iar\' out to sea." Bradford D. 
\nsle\, vice president and general 
sales m;mager of Hoyal Crown, s;iid 
his company forcj'd larger competi- 
tors into the dietary business before 
they were ready. Diet-Hite's one- 
calorie formula was b.ised on se\en 
years of lab work, struggling to get 
a true cola flavor, free of sugar and 
without aftertaste. For all brands. 
Ho\al Oowns earnings after taxes 
the first six months this year stinnl 
at $1,095,916, more than 2.8"c al)ove 
that peritxl in H)62. Diet-Rite lias 
distribution in all states of the U. S. 

The others in the dietarx s<ift 
drink field ;ill ha\«' their eyes on 
national distribution, with the lead- 
ers enjoying an obvious advantage 
in spreading the fr.inchise. Radio is 
in the picture along with television. 
No-C-al emphasizes radio [Sponsor 
16 Jidy. 11-)62) in its push south and 
west, and Like uses radio in its 
West Coast test marketing. 

.■\gencies for the franchisors arc 
D".\rcv for Roxal Crown. McC.um- 
Krickson for C.na-Cola. BBDO for 
Pepsi. J. Walter Thompson for 
Seven-l'p. North for Cantrell ^ 
CtK-hrane, C'amplM'll - Mithun Un 
Bubble-l'j), C.irthuT for No-Cal, 
(iunningham Jt Walsh for Hoffman. 
\l.ithes for (Canada Drv, Hm-fer. 
Dieterich tt Brown for Shasta. F'ul- 
ler ti Smith & Ross for Hires. Rieill 
At F'rt'ttle for Cott. and Donahue & 
CfM- for S<juirt. ^ 



SPONSOR 7 cKlTOBtR IWS 



TV MEDIA 

Ford's $6 million for etv 
to improve all programing 



Educational tvs squaring away to 
give commercial broadcasters a 
stronger run for viewer favor. The 
Ford Foundation announced last 
week it is writing National Educa- 
tional Television a check for $6 
million, earmarked for programing. 
If, as stated, improvement of 
commercial tv is one goal of Ford 
Foundation tv acti\'ity, broadcasters 
must conclude that this move is 
designed to keep them on their 
toes. They could benefit as well 
by experimentation and talent de- 
velopment NET will be equipped 
to do with the new monev. At the 



same time, etv itself is being chal- 
lenged, since areas where facilities 
are not yet established must man- 
age without Ford money, now that 
programing is this benefactor's 
main concern. 

The new gift brings Ford's in- 
vestment in NET so far to $28.2 
million, and a total etv commitment 
of $86.4 million by the foundation 
since 1951 (see table). 

In order to narrow activity to pro- 
graming, NET is cutting out radio, 
instructional tv, and operational aid 
to new stations. 

With 81 etv stations on the air in 



Foundation heavy non-commercial investor 

In accounting for its stewardship in educational tv, the Ford 
Foundation lists goals as 1) improvement of commercial pro- 
grains, 2) provision of cultural and informational programs for 
a general educational-television audience, and 3) the use of tv 
for teaching. This is how funds have been spent since I95I: 



HOW 



MILLIONS 



Granted through the Fund for Adult Education 
and the Fund for the Advancement of Education 
for development of etv stations, instructional tv, 
and improvement of commercial programing $18 



National Educational Tv and Radio Center 



28.2 



Midwest Program on Airborne Tv Instruction 



14.7 



Other development of instructional tv in schools 



6.6 



Establishment of WNDT, etv station for the New 
York metropolitan area 



5.2 



Other instructional tv in colleges and universities 



2.5 



Tv-Radio Workshop (producer of Omnibus) 



3.6 



Other de^'eIopment of educational stations and 
networks 2 

Continental Classroom, nationally - televised 
courses in chemistry, physics, and mathematics, 
and for the production and distribution of an eco- 
nomics course on etv 2.2 
Salaries and other expenses to release college fac- 
ulty members from their regular duties for work 
on etv 2 
Instructional tv in India., Mexico, and the Philip- 
pines, and for activities of the (Centre for Educa- 
tional Tv Overseas (London) 1.4 



TOTAL 



.4 



18 



range of nearly 100 million popula- 
tion, the foundation and NET think 
there is a suflRcient foothold to al- 
low concentration on the program 
picture. To do this, the new millions 
will go for broadened public af- 
fairs and cultural offerings, the 
former getting a slight edge in 
attention. 

net's aflBliates will get program- 
ing at the present rate of supply, 
some 10 taped hours a week ( long-i 
line connections still are a distant 
prospect), but half of it original 
work developed with tlie new 
money. Commenting on the goal ol 
program quality, John F. White 
president of the National Educa- 
tion Television and Radio Centei 
( slated to drop radio from its name 
this week), said the $6 millior 
grant "makes possible a giant stej 
toward our ultimate objective — tht 
creation of a highly effective anc 
truly outstanding non-commercia 
television program service for th( 
American people." It marks the em 
of etv's first phase of station estab 
lishment and opens a new era whei 
stations "stand on their own am 
leave to NET that continuin( 
major task of providing a stronj 
national cultural and public affair 
program service." As it withdraw 
from radio, instructional tv. am 
station maintenance, NET also i 
closing its Washington, D.C., offia 
which has worked with citizen: 
groups in station development. 

Besides getting stronger progranr 
ing, etv stations under the new For 
grant will be relieved of "affiliatioi 
fees that imtil now ha\e been fixe 
according to size of populatio 
served. Now they will pa\' onl 
nominal fees. 

These fees have been a $585,0C 
item in NET's budget. The servit 
still will have to depend on fill 
service collections and suppo 
from other sources to meet a hue 
get expect to reach $7.7 million 
the coming >ear. Renewal of Ford 
backing will be subject to annii 
review. 

Henr\ T. Heald, president ot tl 
Ford Foundation, said in announ 
ing the NET grant, that it followc 
a year-long study of noncommerci' 
tv. The ftiundation concluded i 
support was needed for better pr 
grams since mone\- from advert 
ing was out of the question, gil 
from other sources unreliable h 
cause of competing priorities ai 

SPONSOR/7 ocTOBVR I9t 



!«• I.niir sums ni|uir((.l. ami fiii.ilK . 
itlu 1 approaclu's siiili as tlir liri 
.sli svsttin of rcirivrr taxation arc 
ot forseeable solutions." 

Ill ri'drfiiiiiiu its ctv finpliasis, tin- 
nindatioi) iioltcl that it lias spent 
TJ.f) million to lu-lp instriutional 

^«'t started. 'I'lu- ri-st of the nioni-y 
as stTNt'd flir prourain objt'ttivt's 
)r hotli {'omnifrcial and non-com- 
jercial aniliinccs. 

Ford credits \IVY with leader- 
lip o\cr tli»' past 10 \cars in the 
lovetnent "toward a stronij, na- 
onal system of non-eoniinereial 
roadeastinji. " Bej^inninii its etv 
rograni servicv in .\nn .\rbor. 
lieh.. in 19.>l. the center mo\ed to 
cw York in 19.59, retainini^ dis- 
ibntion offices at the old head- 
uarters. White has been NI'T 

esident since October HI'iS. 

Reorpani/ing proijramin^ into 
vo divisions, one for cnltnral af- 
lirs and one for pid)lic allairs. NF,T 
ill become a program creator to 
extent impossible until now, 
^hite said. The center will de\elop 
ew things in drama, music, dance, 
[)d other cultural fields, while con- 
nuing emphasis on children's pro- 
raniinti, and acquiring int(>nia- 
onal product. 

Public affairs will get at least 
yt of the new resources and is the 
•ea of strongest thrust. White 
ants to focus on issues, gi\ ing 
epth treatment to "fill the gap" 
etwecn print and commercial net- 
ork co\era<ie of issues and events, 
offerings this fall include \cus iu 
erspcrlivc, a monthly hour at- 
?mpting to clarify the news. At 
tsuc, a weekly half-hour probinu 

siniile issue, and .\7-T Intcrrui- 

onal Magazine, a monthh hour 

y journalists around the world. 

pecial coverage, such as NET's 

ontinuing exanu'nation of civil 

ghts, also figures in the public 

flfeirs plan, as does coverage of 

TOig-range issues, as, for example, 

' "'.irams on problems of rapidK 

wing cities. 

Viewers of ed. channels 
better informed, mobile' 

iplf who watch edniatioiKiI tele- 
ion are "In'tter educated than 
average citi/en, more articulate, 
'ter informed, more upwardly 
"'bile, and culturalK and civic- 
IK flir most active persons in the 



Debating over presidential debates 




American rolilu.il ^.um, V-mi h.iv iic\il((l .ill nu-iiiht-rs of (.'oiiKrr\>. 
ull eovorniirs, iiiul olliri U'uisl.iti\r aiui ixiiitii.il li-.i(lrrs ti> snhinil virv«% 
on llic host proci-diircs and li>rinat fi)r Iclcviscd dchalt-s bctx^t-cn prr«i- 
dcntial candidalt's, as part of a stiidx niidcr»rittfii b\ \B(' and aii- 
noiiiK'cd last Marcli. Disiiissini; projfit art- (l-ri XPSA fxrr dirtt-tor 
Kvron M. Kirkpatrick: NIU cliairnian Hobrrt NN'. SarnoH; and (!arl j 
Frii'dritli, tliainnan of tlir ninc-inan studx toininitfiH-. \I'S\ prrsidcnt 
for 19(>2-'(>3, and I'aton pto(. (if flu- Scicnir of (.oMTiiiUfiit .il ll.irv.ird \ 



community." This demographic 
breakdown is contained in "The 
People Look at Educational Televi- 
sion," a newly - published book In 
Stanford l'ni\(Tsity Press which 
is the result of a two-year surve\ 
made by a sizeable staff under the 
direction of Dr. Wilbur Schramm, 
director of Stanfords Institute for 
Communications Research, Prof. 
Jack Lyle of UCL.Ws department 
of journalism, and Prof. Ithiel de 
Sola Po.)l of MIT. 

The research group examined 
nine representative etv stations. 
They were three community sta- 
tions: KQED. San Francisco. 
WQED, Pittsburgh, and W(;Bn, 
Boston; two unixersitv stations, 
KUON, Lincoln, and WOSU, Co- 
lumbus; KHM A, the school l>oard 
station in l)en\er; and the threr- 
station, state-oiX'rated .\labama 
network: WBI^, WCig. and 
W 1)IQ. Support for the more than 
.3(),(KK) inter\ i«'ws was provided by 
a grant from the U. S. Office of 
I'klucation to the Center for Inter- 
national Studies at MIT. Stan- 
foril s Institute carried out the re- 
.sciirch under contract with the 
National Educational Telex isi(»n 
and Badio Center. 

In addition to findini: the etv 
.ludience "pretty closi- to the bro.id- 



casters' dream auilience,'* the study 
r«'X-ealed: etx already supplies a 
p.irt of the educatitm of nearly 
three million school children and, 
oxer a x\-e«'k"s time, etv attracts 
ten-24'"' of the adult viexvers in any 
community xvhere it's visible. These 
xiexxers xxatch «'tx .it least once a 
xveek and another y)-4()^r of adults 
xv.itch it occasion.ilK . ETN'iexvers 
are generally heaxy users of tv and 
their viexving is a family affair, 
csix'cially amoim famili«'s xvifh 
xonnn children. Neither the |H'ople 
xvho do xvatcli etx nor those who 
don't felt that it was "snobbish" 
or "egghead." Though ET\'iex\ers 
.ire intensely loyal, they expressed 
the \\o\M.' that tx xvould someday 
l)ec<ime "a little more fnn, a little 
more interestinu, and a little more 
challenging." 

The lMM)k notes that in its short 
ten year-history, educational tele- 
vision hiis become something of a 
p.iradox. "P.irt of the gri'atest sales 
medium ext-r dexelo|X'd, it sells 
nothing. Part of a me<lium xvith un- 
equalled .ibilify to attr.ut |>»Hiple, 
it progr.ims for the minority. Part 
of a highly exju-nsixe medium 
xvhich neetis the snp])ort of more 
than a billion dollars annually, it 
gets no adxcrtising and 

exists on Spartan b'; ;id .i 



PONSOR 7 (KioBKR 1963 



IV /V\ t Ul A 

rickety financial structure of gifts 
and school money. Part of a great 
entertainment medium, it invites 
its audiences to come not for en- 
tertainment but rather for work. It 
invites them, not to relax, but 
rather to stretch their minds in or- 
der to capture new ideas and in- 
formation. And it hasn't a western, 
a whodunit, or a domestic comedy 
anywhere on its schedule." 

Trigg-Vaughn Sets Green 
as y.p., general manager 

George Green has been named 
general manager of Southwest 
States, owner 
and operator of 
KHOD - TV - 
AM, El Paso; 
KOSA - TV - 
AM, Odessa; 
KVIL - TV, 
Amarillo; KR- 
NO, San Bern- 
adino; KHOW, 
Denver; and 
KITE, San An- 
tonio. After a long stint in advertis- 
ing. Green joined the Trigg-Vaughn 
Stations in 1955 as business mana- 
ger of KOSA-TV and secretary- 
treasurer of Odessa Television Co. 
in Odessa. He has held that post 
up until his recent appointment. 



NEWS NOTES 



I 




Green 



Speakin<4 of color: l\einforcement 
for the theory that local stations 
may be rivaling NBC TV when it 
comes to color program output is 
added by WRC-TV, Washington, 
D.C. Station currently programs an 
average . of 56 hours of color per 
week, 41% of all its programs. It was 
previously reported ( sponsor, 30 
September, page 15) that WOR- 
TV, New York, will have 48% of its 
schedule, or 54 hours a week, in 
color come next spring. WRC-TV 
attributes its heavy participation in 
color to the "interest of both audi- 
ence and advertisers" as well as to 
the "great increase in color set cir- 
culation." Consistent color adver- 
tisers on the station include Wood- 
ward & Lothrop, First Federal 
Savings & Loan Assn. of W'ashing- 
ton. Southern Wholesalers, Tops 
Drive-Inns, Safeway Stores, Inter- 
state Building Assn., Washington 
Gas Co., and Perpetual Building 
Assn. 

Two sales whoppers on west coast: 

A $30,000 contract from Jim Wess- 
man Lincoln-Mercury of San Fran- 
cisco ((Rucker, Green Co.) for the 
month of September represented 
"what is probably one of the largest 



White Owl lights up fall grid scene 




*""-'"' 'White Ovrt 









White Owl Cigar's major merchandising cRort this fall is spearheaded 
by a free college football tv handbook, an attractive price reduction, and 
heavy advertising tied in with its sponsorship of "NCAA Football Game 
of the Week" on CBS TV'. In addition, commercials were aired this 
month in "Laramie" and "Dick Powell Theatre," and the promotion is 
bolstered by in-store counter displays, two of which are shown above 



50 



single tv purchases ever by a retail" 
advertiser," reports KPIX. Involved '\ 
were six full-length movies, half of 
a public affairs documentary called 
It's Your Fnneral, three-quarter 
sponsorship of the CBS Hall of 
Fame Game, NFL football games 
plus 150 minute and 20-second an- 
nouncements. RCA Dealers of 
Southern California, in one of the 
largest deals in Los Angeles tv rec- 
ords, bought three sLx-hour color 
spectaculars on KCOP to spearhead 
its campaign for color set sales.] 
The tliree programs are set for 12* 
October, 9 and 30 November, and ' 
wdll include feature pictures, travel 
fihns, and cartoons, all of course, in 
color. Jack Lawler Agency repre- 
sents the RCA Dealers. 



Writers, directors, up for honors: 

Two oft-times unsung heroes when 
public praise is being handed out) 
can now line up for top awards in i 
the television industry. The 16th ^ 
annual Emmy Awards of the Na- 
tional Academy of Tv Arts and 
Sciences has established two new 
awards "to recognize the vital role 
of the creative writer and of the 
director." There are few other 
changes in award categories this 
year. Three awards are being 
dropped. They are achievement' 
honors in the fields of panel, quiz 
or audience participation; interna- 
tional reporting or commentary; iuid 
electronic engineering. NBC TV 
will carry the special Emmy tele-^ 
cast in late May. 

Over $1 million in public servicci 
time: WIIC, Pittsburgh, donated 
$1,226,780 in tv time to public serv 
ice last year. Free time was con 
tributed for public service spot an 



CORRECTION 

In the feature article. "NBC re 
search shows ^ain for golf progron 
sponsor," page 44, 30 Septemhe 
issue of SPONSOR, the two coluinn\ 
of figures in the two sets of tabu 
tions were incorrectly identified 
result of a printer's error whicl 
tratusposed the captions "Viewers] 
and "Non-Viewers." The forme 
term should have headed the left 
hand column of figures, the lattc 
the right-luind coltimn. Sponso 
regrets the erroneous impressio 
given 



SPONSOR/7 OCTOBER n»»> 



Tv special added to school curriculum 




C)roslf\ Hroiult astiiii; pri-siilinl Joliii 1. Miirpln i.lrd from \' priM-iit\ (.'.in- 
ciiiiiali \tli<)<)l siipt.. Dr. Wriuli'll I'ii'rif, vsitli film print of \NI.\NT docii- 
nu-ntar> on fi-rn drisinu. "Tlii- I-ast IVoni," airi-d in prime tiino last \Ia^ 
prior to umiliiation i-mti iscs and donated for use in tlu- pnhlic scliool sys- 
trin at tlu- rc(|ni'st of scliool officials. \lso present at the presentation were 
W . K. Streit (I), director of health and education for the scIxkiIs, and James 
II. Hnrness (r\ >.p.-i;en. mi:r. of WI.W'T 



Xinccmcnts and piililic service 
pograminu. Spot announcement.s 
prt'sentcd $91().(KX) in tv time; the 
257 public- aflairs procrani.s repre- 
'Xitvil a tt)tal ot $356,780 in time. 
e pnipranis ran from five min 
es to two hours in lenuth. 

?tMork assigned: .\BC has l>een 

Ivarded exclusive t\ rights to the 

Slimmer Olympic Trials, in 

fhich .American athletes compete 

r places on the U. S. team. 




l>!a|e M. Baiich. x.p. of WRKX-TV. Rock- 

, III., checks finalists in contest for 

th annual Miss McMenrs (founts Fair. 

inner was ShirlcN Sill (2nd from r) 



Twenty-two events will Ix- sched- 
uled on the network Ix-tween I 
.\pril and 20 September in prepara- 
tion for the next year's main events 
fi) be lield in Tok\o. 



NEWSMAKERS 



RoBKRT NoRTHSHiELD to general 
manager of XBC news and public 
affairs. Carl Lindemann Jr. to vice 
president, NBC sports. 

.\i.\iN B. Nklson to national sales 
accoimt executive at the Television 
Bnreati of Advertising. He was su- 
l)er\ isor for non-network broadcast 
operations for Colgate-Palmolive. 

JoKi, Cn\SF\f AN to projects direc- 
tor of Croup ^^^ New York. He was 
vjeneral manager of \\'BC Produc- 
tions. 

Ikrhv \'\\diveb has been nameci 
manager of promotion and public 
relations at KFD.X-TV'. \Ni(hita 
I'alls. Texas. 

RoBmr S. Ktfvf to chairman of 
th.- board of \\'()KH-T\'. Rochester. 
Ru n\Bn C. Ai.nKN to vice" president 
I if Star Television, replacing Mr. 
Kieve. 

Jinv Wk.st to business manager 
of KOSA-T\'. 

RissELL C. \'\N .\RSDALr to ncws 
director of KTT\'. Los .\ngeles. He 
was with \\JAR-T\', Providence. 



WHO'S GOT 
THE AUDIENCE M 
THE ARK-LATEX? 



JUST 

GET THE "BOOK" 

(ARB or NSI) 

AND SEE! 



...AND YOU'LL BUY 
THE TOWER OF POWER 




CHANNEL 6 NBC FOR 
8HREVEPORT 



WTRF-TV 



STORY 
BOARD 




RAPID SWIfTlASt SKIT* 

: .ichirsg our gigO"ttc 
, , • «cr, fh« penny Tom 
* •• * >ri gomr ^z\ ~^'t^i 
the notion I'- 
the mefry QO ■ 
pot ft>e»« in 

vertjolly We oKct thu ii'e o' 
the reportee, job^rty. 

vtrf-tv Wlieelto^ 

Ou' 740 fool tower now give* us o mor« 
•lotted ploce m the greater Wh««ting/St«u- 
henv.lie Morket." «oid VP Bob F«»gu»n 
loftily f 

Wheeling wtrf-tT 

Yej were Whe«t«»»9 n »*ve be»t circln.'' 
oddod Sole* Monoger Cv Ackermonn *•«- 
lfi«ly. 

vtrf-tv WliooHwt 
"F>9urofi*«ly spf'atnT alert otfvertisert will 
worm up • ' i^'" cowtOBTi of tt>ot powerful 
iignal, ■ vtotcd Na»>onol Rep George P Hol- 
lingbery coreuinfty- 



A% wc *«« 'f. 
(eke," *T ' P'- 
unwittinqly 



5:9.300 TV HOMES *» •• 
■nction Drecfor Jim Krwghf 



«trf-t« Wheelii»« 
Whol .» oi" porpoMf queried WTRF-TV 
EKe<ufivc VP B^ Fcrguion IwteiitleoeBy. 

Wheelm« »tT«-t» 

In unison, the hur>j'> s'^ -p chorused (••- 
ii»«li«tl<oltv. "iBttont people' R*o(»y-to- 
^' ■'•' 

wtrf-fT WhceUa* 
Put Bovcaliy. we re otter yo«x budo«t. F\«i- 
-j^ir^t— »3"v »»v;f 5 w»vjt counts' 



CHANNEL 
SEVEN 



WHEEIINC. 
WEST VIICINIA 



OMSOR 7 OCTOBER 1963 



51 



RADIO MEDIA 



SPOT RADIO CAMPAIGN 
GOES BI-LINGUAL TO 
SELL GRACIOUS LIVING 

French spots rent posh 
apartment in record time 



PARLEZ-VOUS FRANCAISK? Probablv 
only a minority of Fort Worth 
radio listeners do, but exposed to a 
heav)' bilingual spot radio cam- 
paign, they responded like true 
francophiles. 

The saturation campaign adver- 
tised the opening of Les Jardins 
Apartments, an apartment complex 
with a French motif, developed b>' 
A. B. Cass, president of Cass Associ- 
ates. To give listeners a feeling of 
the apartments' French decor, Cass 
bombarded the southwestern city 
with 196 Franco-American radio 
spots over the three-day opening. 

Each of the 60-second commer- 
cials opened in French, with the 
announcer following in English for 
the remainder of the spot. Then, to 
give the whole idea a little added 
spice, and spark more excitement, 
every fifth spot was done in F'rcnch. 

Blanketing the market with near 
100% coverage, the 72-hour sched- 
ule called for 62 spots and 59 spots 
on each of two very strong radio 
stations in Fort Worth, along with 
schedules of 32, 23, and 20 spots 
on three other stations. 

The spots were scheduled so that 
they would "build" from a fre- 
quency of one spot per hour during 
prime time on Friday, to a peak of 
one spot every 20 minutes on each 
of the five stations on Sunday. 

The results of the bi-lingual cam- 
paign exceeded Cass' expectations, 
with 5,634 people showing up. 



52 




Radio spot campaign for the Imperial Terrace A a 



At Imperial Terrace, a more ex- 
l^ensive apartment house, a con- 
tinental theme was employed. The 
ten furnished model apartments 
were each done in a different decor, 
b\- a different decorator. Styles 
ranged from French Provincial to 
Spanish, from Italian Provincial to 
Oriental, Contemporary, and Nea- 
politan. 

"Our radio campaign for Imperial 
Terrace," said Cass, "worked in 
much the same manner as the Les 
Jardins program. This time, how- 
ever, instead of a purely French 
theme, we used a British announcer, 
backed by mood music topical of 
the various decors. When we talked 
about the French suite, \\e played 
French music; Italian music for 
the Italian Provincial, and so forth. 
It created a ver\' nice effect, and 
got a great deal of favorable com- 
ment from our visitors." 

Typical of the saturation radio 
schedule for Imperial Terrace, one 
Fort \\'orth station carried 101 
spots, all 60 seconds, during the 
weekend of the opening. These 
were scheduled to build from a 
frcquencN- of two spots hourh' be- 
tween 9 a.m. and 4 p.m. on Friday, 
to four spots hourly on Saturday 
and Sunda\', on fi\'e top-rated Fort 
Worth stations. 

"Actually," said Cass, "the re- 
sults of this campaign were too 
good, if there's any such thing. We 
had so many people at Imperial 



Terrace on Sunda\' afternoon, ther 
were lines at all the model aparl 
ments. As a result, many peopl 
left after seeing only one or tw 
apartments. To remedy this, and t 
serve the people who had been un 
able to see all the apartments. \\ 
had another open house the foll()\\ 
ing Sunday. This time, our radi 
announcements offered a word c 
apology for the large crowds, antg 
invited listeners back for a second I 
more leisurely look." 

"To our surprise," he continuec 
"about 3,000 people showed up fo 
the second opening week. But, the 
were spaced over a greater span ( 
hours, so the apartments were m 
too crowded during the day. \\ itl 
in diree weeks. Imperial Terrac 
had two vacancies, these the highe 
priced units." 

In commenting on the over 
whelming acceptance of the apart 
ments and their rapid rise to ca 
pacity occupancy, Cass credit© 
much of the traffic to the selectia 
of radio as primar\' advertisin, 
media. 

"Thanks to radio's abilit\- to al 
low the sponsor to talk with hi 
market in a French, or British ac 
cent." said Cass, "we were able t 
establish a personality for both Iffi 
perial Terrace and Les Jardins. .\n»' 
the results were marvelous." 

No stranger to broadcast medi« 
Cass has effectively employed hot 
radio and telexision with outstanc 

SPONSOR/7 ociOBER 19® 



. 




MJkitish, French and Italian accents, establishing a continental flavor to match the apartments' continental decor 



cDiisistcncA. When Soutlu-rii 
ks, a larur ivoiioniN apaitnu-nt 
\\)\v\ in Dallas, was oprnt'tl in 
'"), (iass ran radio spots on cver\ 
.|i>r Dallas r.idio station. Tlu' 
lots hrokt' tlu" nrws that Southi'rn 
U wvTV the first apartnu-nts in 
nation to oflcr green stamp's 
itli each month's rent. So success- 
was this approach, both in 
111 r(*ntin>4 and in maintaining 
.itit\ occnpancN . that Cass 
lied his own stamp r»'demption 
;cr in the building. 
)r the opening of (aestwDod 
iitments. also in Dallas, Cass 
(1 a 12-pieee orchestra and six 
ilists to produce a speiial Crest - 
d jingle tor use on e\('r\ major 
alias radio station. 
I And. at Dallas' Lake North 
[)artments. Cass made effecti\f 
H" ot radio testimom'als from air- 
(le pilots anil stewardesses, to 
^•monstrate the apartments liancK 
»nv«'nience to Love F'ield. 
dn television. Cass sponsoreil the 
;t late ino\ ie to In' aired on an\ 
lUas tv station. To help sell his 
artnients, Cass ran eight spots 
fi^htk durinn the late show . 
'Higlit now." Cass continuetl, "wr 
' starting construction on still 
jolher complex in the Hidizmar 
^a of Fort Worth. .\nd there's 
e tiling of which we are sure, 
contluded, "when Hidgmar 
uare opens, we coimt on radio 

finvite all Fort Worth. ^ 

I 

•80R/7 ocroBtR 1963 




At the opening of Imperial Terrace, models posed near the pool for a "lived in' 



look 
53 



PRO 



gramming 



The big pros in Madison radio 
are on WKOW/1070. Each 
WKOW (exclusive) personality 
is a leader in his field. 




TOM HOOPER 

. . . at home with housewives! 

Tom can't lielp the gals with the 
dishes or the zippers. But his 
bright-as-day song selections and 
his in-helweeti word-visits keep 
them mighty good company. Ad- 
vertisers like him too. for the 
products he puts on the air on the 
Tom Hooper Show (1 :45 to 3:H() 
p.m.j are the products the home- 
makers put in their market 
baskets at shopping time. Another 
reason WKOW/1070 is first in 
total audience, first in total weekly 
homes. It's the FROgramming 
that does it! 

CBS IN MADISON 

wKorao 



TONY MOE, VicePres. & Gen. Mgr 

Ben Hovel, Gen. Sales Mgr 

Larry Bentson, Pres. 

Joe Floyd. ViccPrcs 

represented nationally by H-R 



A *iWf«l*f«l STATION 




Stanton warns 
^abuse, disuse' 
of editorial 

Abuse and disuse ot editorializing 
on radio and tv stations are the "real 
enemies" editorializing faces "in its 
present stage," according to CBS 
president Frank Stanton. In a speech 
delivered 1 October before CBS 
Kadio affiliates gathered in New 
York for their annual convention, 
Stanton delineated the problem: 

"If we do not use the right to 
editorialize, we will lose it. If we 
abuse the power to editorialize, we 
will invite troublesome and danger- 
ous regulation of that power." 

Disuse of the right, he said, is 
"the surest way to kill [it] ... A 
right must be used with some regu- 
larity and with some force and vi- 
tality — or it will atrophy." 

Referring to the 1949 FCC de- 
cision permitting licensees, for the 
first time, to editorialize, Stanton 
said : 

"it nia\ have been quite under- 
standable that broadcasters had an 
instinctive tendency to be careful 
about the use of the right to edi- 
torialize ... In some respects it 
was persuasive evidence of the ma- 
turity and responsibility of broad- 
casters that they approached this 
newly recognized function with 
caution and respect for the impor- 
tance and significance of editorial- 
izing. 

Draws several tlislinctions 

"But there is a difference between 
caution and timidity, between care 
and indecision, between moderation 
and indifference, between prudence 
and opportunism. I am not sure that 
we were not guilty of timidity and 
indecision, of indifference and op- 
portunism, when we failed to put to 
use a hard-fought-for right." 

Broadcast editorializing's "worst 
enem\", according to Stanton, is 
abuse. He termed it "more danger- 
ous e\en than disuse." The use of 
the editorial privilege for the one- 
sided airing of an operator's views, 
lo the exclusion of all other views, 
was called by Stanton "murderous" 
and "contemptuous." "Nothing is so 
suicidal and shortsighted as the con- 
\iction of a \er\' few broadcasters 
that, because they hold a license to 
use the airwav es, their \iews alone 



r/ie Big, New 

Giant of 
Kansas City 



I 



KUDL 






^ 



5000 WATTS 



1 



KANSAS CITY 



Irv Schwartz, V.P. & Gen. Mgr. 
McGavern-Guild Co. 
Mid-West Time Sales 



Serving the Great Midwes 
2^ Hours a Day 



54 



SPONSOR/7 OCTOBER 19*1 



'TIMEBUYER'S 
CORNER 



■ From selling to buying: Desmond C. O'Neill 

has joined Guild, Bascx)m 6c Boiifigli ^New York) 
as senior media director. He now handles all 
New York accounts, includini; Skippy Peanut 
Butter, Bosco, and the Foundation tor Com- 
mercial Banks, for the agency. He was with 
The Katz Agency as an account exec. 

■ .\ backward glance at those crazy buying 
days of summer: New York buyers the Comer 
quizzed agree that fall buys were ctnnpleteil 
earlier tliis year than evtr l)efore, due to tht- 
sciU-cit>' of available minutes. Tliey say that two 
summers ago it was unusual to get 30-da>' com- 
mitments, but that this summer many tv buys 
were signed and sealed as long as 90 days in 
advance. \\'hat e\er happened to summer 
sliunp? 

■ Elected by CARTA in New York: Buyer 
Don Kelly of McCann-Erickson elected assist- 
ant treasurer of the Catliolic Apostolate of 
Radio, Television and Advertising. 



.Media proplr, what they 

irr (io!!ii;, huyinjc and laying 
7 (), t„lMrr 1963 



■ Buyer on jur>-: Flo Ilerlock is taking time off 
from Ikt tnnebn\ini4 chores at Fuller At Smith 
& Ross (Pittsburgh) while she's tm jur>' duty 
Flo is a memlxT of the American Women in 
Radio and TtU-vision 

■ Y&R pr()nM)tes Nixon: Calvin A. Ni.\on has 

lx.'en upjxd to media account sujX'r\isor at 
Young & Rubicam (Detroit). He joined the 
agenc>' in 1956 as a media buyer, was later 
advanced to senior media buyer, the position 
he held at the time of his present promnt!i;i 
He is a graduate of Wayne State L'niversit\. 
was previously in the BBDO media department, 
and was assistant advertisini? manager of the 
Birmingham (.Mich.) Eccx'ntric earlier in his 
career. 

■ From Ohio to Georgia: Mar>' 0"ShieIds i^ 

now a timebuyer at McCann-Ericksoii (.Atlanta). 
Mar>', a memlier of the .American Women in 
Radio and Televison, was with WOKS (Colum- 
bus). 



BOB STORCH: always a Maestro in mind 



A media buyer in the McCarm-Erickson 
(New York) media department. Bob 
Storch buys all media for Nabisco's Mill- 
brook bread and Mctte Munk frozen 
Danish Pastr>, with Maestro Millbrook 
gazing over his shoulder (see photo). 
With the agency six months. Bob six'nt 
a vear as a media buvor with BBDO 




working on men's wear and automotive 
pnxlucts accounts; before that joined 
OgiKy. Benson & Mather as an estimator, 
left three years later as an assistant buyer. 
He has fond memories of beginning his 
career as iui estimator with Cohen & 
Alshire after graduation from N. Y. V. 
where he majored in advertising. NN'ith 
the Maestro as a reminder. Bob returns 
to the subject of bread, contends that 
alth(»u',:h the staff of life may seem to Ix' 
a simple product, in terms of advertising, 
it's complex. "For one thing, since it's a 
product most consumers purchase everv 
day, the ad effort must do a selling job 
everx day to compete successfully with 
other brands," says Bob. "So, for its rela- 
tively low price, bread needs a high 
pow cr ad campaign, as KxmI as we can get 
it. \N e build up brand consciousness w ith 
a continuous tv campaign, ;ind with 
schedules on all radio stations in our 
market area during promotional periods." 
Bob, his wife Sharon and son Steven live 
in Forest Hills, New York. 



bi 




TIMEBUYER'S 
CORNER 



7 October 1963 



■ Doner's Mary White knows her onions: Mary 
White, media buyer for food products at W. B. 
Doner (Detroit) proved her food know-how re- 
cendy by winning seven cooking awards at the 
Michigan State Fair. Mary (above) took home 
four Blue Ribbons and a cash award for the 
best canned tomatoes, chili sauce, refrigerator 
cookies and Christmas bread (called Jule cake). 
She also won third place ribbons for cofEee cake 
and pickles, and a fourth place award for 
pressed cookies. Topping all the awards, Mary 
won the "Cookie Sweepstakes" by garnering 
the most awards in that classification. Mary, 
the busy mother of a five-month-old daughter, 
does her prize-winning cooking between five 
and seven in the morning, while the baby 
sleeps. Between 9 a.m. and 5:30 p.m. she con- 
centrates on media buying. 



■ Tree Top to intro new product: Tree Top, 
Inc. ( Seattle ) will introduce frozen concentrated 
apple juice in Washington and southern Cali- 
fornia with January tv spot campaign. Brand 
new "essence recovery" process utilized in pro- 
duction is said to guarantee a superior apple 
juice. Eight-week tv skeds have been arranged 
on stations in Los Angeles, San Diego, Seattle, 
Spokane, Yakima, Pasco (Wash.), and Lewiston 
(Idaho), by Miller, Mackay, Hoeck & Harting 
(Seattle) through a.e. James R. Miller. Client 
expects to increase distribution to other western 
markets in 1964 via McCann-Erickson (San 
Francisco & Seattle). MMH&H merged with 
M-E in late September. 

■ Eastern Airlines on the runway: Eastern's 
flight of prime 20s all purchased and set to take 
oflF 11 November for 13 weeks in selected mar- 
kets. Effort wiU push Eastern's flights to Flor- 
ida. Agency is Fletcher Richards, Calkins & 
Holden (New York). 

TV BUYING ACTIVITY 

^ Lanvin perfume will go into 30 major markets 
in a national spot drive starting in November. 
Five- week campaign of prime ID's and chain- 
breaks will break in some markets 18 Novem- 
ber, four-week effort of fringe minutes will start 
25 November in other markets. Buyer at North 
Adv. (New York) is Dave Persons. 



NEW YORKERS HEAR PROVIDENCE STORY 




VVPRO-TV TALKS WITH PROS: Joe Dougherty, 
\\TRO-TV"s general manager (1), and Al Gillen, sales 
manager (2nd from r), talk with (1-r) Dick Olsen, 
DCS&S; Jackie DaCosta, Ted Bates & Co.; Bob Liddel, 



Compton v.p.; and Bob Martineau. DCS&S v. p., at 
recent market presentation. Execs from Blair-repped 
station are touring the country to bring market story 
to ad agency media people, made New York first stop 



i 



56 



SPONSOR/7 OCTOBER 191 



sliiiiiKI l)(- t-iititlt-cl to .> Iir.iriiii; on 
ilifir lri*<nienck's.' 

■■'Ilif sutcfssful «'tlit(iriali.st. " in 
si. niton's vifw, "is a catalyst — not 
III opmion-nionldfr . IIk' network 
' Tsiilfnt, lon^ an aclvocatf oi st.i- 

II i-ditoriali/inti, said: "W'c oninht 
l)f niort' than a sfr\iir in our 

iiinuinitics. We ouglit to be a 

I ce. 

CBS Radio affils to get 
double 1962's payment 

lis l\.ii.lios p.i\iinnl> to aiiili.iles 

n liX>.'} will he more than donhle 

lie anionnt estimated last \ear 

hrn a new plan of athliate com- 

iisatiun was drawn up. 

\cUlressin\l almost '^(K) affiliates 1 

Vtoher in New York, (.HS liailio's 

sident. Arthnr Hull Hayes, at- 

iilmted the increase in payments 

o a "stronn sales surge" in the past 

line months. Network time, he 

loted, has been SO' r sold out on the 

\erane since March. 

na\es remindetl his .mdienee 
liat the ni'twork had recently put 
hrough a general rate increase in 
II effort "to redui'e the amount h\ 
.liieli radio has Ix-en underpriced. 
lid cautioned that it would be just 
^ necessary tor stations to stri\e for 
al improvement, to expand ra- 
lo's value and increase audience 
iterest. 

At the convention, Michael W. 
I.inna. general manager of W'llCU, 
liaca. N. Y., was elected chairman, 
r 196.3-6-4, of the C:HS liadio Affi- 
ites -Vssn. s board of directors. 
Other officers elected were Lee 
iidren. KLZ, Denver. \ ice chair- 
.11. and Joe I.. .Smith, Jr., WJLS, 
ckley. W. \'a., secretary -trea- 
iHT. Three directors-at-large re- 
-ctetl: W illiam Dean. W W L, New 
I leans; Wendell .\dams, klNS. 
iireka, (lalif.. and E. K. Harten- 
wer, KCMO. Kansas City. 
Nine district directors were 
lined for the cominu \ear: Joseph 
Close. WKNK. Keene. N. H. 
Dist. 1); Mrs. Hanna ( Dist. 2); 
Mith (Dist. 3); Charles Sand- 
N. WSPA. Spartanburg. S. C. 
Kst. 4); J. W. Woodruff. Jr.. 
HBL. C:olumbus. Ca. (Dist. 5); 
rthur H. ONeil. WSIiT. South 
nd, Ind. (Dist. 6); Lee Kondren 
)ist. 7); William A. Ilolierts. 
HLD, Dallas (Dist. Sh and West- 
man Whillock, KBOI, Boise, 
iho (Dist. 91. 



Johnson sees '74 hitting 
$29 billion in billings 

Total agency billings — now at 
.ibout $13 billion — will swell to ap- 
proximately $29 billion by 1971, a 
rise of more fh.ui double the pres- 
ent total, predicts .\rno 11. Johnson, 
v.p. and senior economist of J. 
Walter Thompson. 

JohnstJU, who h.is been trighten- 
ingly accurate in his past predic- 
tions of the future economy, told 
those assembled at the annual con- 
\cntion of (,'HS H.idio .\ffili.ites in 
the .New York Hilton last Wednes- 
day (2 October) that selling and 
.ul\«'rfisin'4 will be forced to plav 
an incre.isingl) important role in 
the- nation's soaring economy as the 
standard of li\ ing in the I'.S. under- 
goes r.ipid cluinnes in the next few 
years. 

Johnson punctuated his talk with 
numerous charts and graphs which 
serM'd to b.ick up his predictions. 
He pointed out that with 19.54 as 
.1 benchmark for the national ad- 
vertiser, a buduet ue.irK 2'2 times 
as large as in 19.54 will be recjuirc-d 
in U)64 just to maintain position in 
the national market, and to give a 
product or ser\ ice the same relati\e 
acKcrtisinu support per dollar of 
sales potential it had in 19.54. 

Said Johnson, "Our immediate 
problem is not lack of purchasing 
power. It is a lack of confidence and 
a lack of insistent demand. Right 
now consumer purchasini: power 
is in its hiuhest le\el in history with 
disposable personal income after 
taxes rising above $4(KJ million." 
He concluded. "Shouldn't this stim- 
ulate a reappraisal of sales goaLs — 
shouldn't we encourage a step-up 
of at least 15% in selling and ad\er- 
tising effort? Let's stop underesti- 
mating our sales potential!" 



KCBS in all-media push 

KCBS. San Francisco, had launched 
a radio, T\ , newspaper, and transit 
advertisinu camp.iinn to promote 
its 6-9 .i.m. M( iJfuitlcyn in thr Morn- 
iMii show. Based on the suggestion 
that iuea listeners "Get the Mc- 
Klhabit." the drive includes 14 dis- 
play ads in newspapers, spots on 
KCBS; t\- spots on KPIX, and 14 
bus posters alternating in area 
routes. .Xuency for the campaign 
is Kennedv-Hannaford, Oakland. 




■■isie[ii 



oe 



IN M HOUSE?" 



In the house of KONO Rodio you 
will always find Dr. Pepper 
Mr. Harold Burke, General Manager, 
San Antonio Dr Pepper Bottling 
Company, makes sure that the "dif- 
ferent" soft drink is advertised on 
KONO. He likes the coverage, the 
penetration, and full range of 
audience makeup 
If KONO works for Mr Burke . . . 
KONO will work for you. 
Don't take our word for it . . . coll 
Harold Burke COLLECT at CApifol 
5-2721 (Area Code 512) 

for o«h«r d«>oiIi co«toct fATZ Agency 




•60 KC iOOO WATTS 

SAN ANTONIO 



j^NSOR 7 IKHOBfR I !»•),•< 




S ^ ^^^'""^ 



S V M 



pTOMA 



HEADACHE- 



RADIO MEDIA 



Tv-heavy Excedrin eyes radio 



BhistolMyers' Excedrin, courting 
tv hot and heavy since the be- 
ginning of 1962, seems likely to add 
network radio to its affections in 
1964. 

At a strategy meeting late this 
month, Excedrin 's agency, Young & 
Rubicam, is expected to recom- 
mend use of network radio in 1964 
to "supplement" its reach "among 
groups not easily covered by tv." 
Granted the go-ahead by Bristol- 
Myers, Y&R will use "the tradi- 
tional approach," concentrating its 
radio buying on ratings reports and 
cost-per-thousand factors. 

Since January, Y&R has been en- 

giiiHiiinimiiinninininniininnuiiiiniiiinniRinniininniiiiiiniii 



gaged in an anything but "tradition- 
al approach" to radio testing. For 
the past nine months, Excedrin has 
been tested quietly on WNEW, 
New York. A schedule of one spot 
a day, six days a week, on the sta- 
tion's morning Klavan & Finch 
show, for a total expenditure of 
about $1,000 a week, plus some 
additional spending for tests in 
Southern radio markets, has been 
competing with a gross network 
and spot tv expenditure (Jan.- 
June) of almost $4.7 million (TvB). 
The year 1963 apparently marks 
the beginning of Y&R's interest in 
radio for Excedrin, since the prod- 



uct has been advertised almost ex- 
clusively in tv (and not at all in 
radio) since its introduction in Sep- 
tember 1961. Excedrin first tested 
its toes in m^ss media that fall with 
gross tv spot billings of $566,750 
( TvB-Rorabaugh ) , and gross tv net- 
work billings, all on CBS, of $123,- 
200 (TvB-LNA/BAR). 

The gross investment in tv grew 
to considerable stature in 1962: 
More than $1.7 million in spot tv 
(all one-minute announcements car- 
ried mostly in late night hours) 
and $3.6 million in network b 
(heaviest on NBC, but all thret 
networks were used). 

Excedrin's $4.7 million expendi 
ture in the first six months of 196. 
placed it 14th in the list of top 2" 
brand spenders in tv for the period 
(An article appearing in the 4 Sep 
tember issue of "Investor's Reader 
quotes Bristol-Myers treasure) 
Henry W. Taft as saying Excedrii 
is still in the red, "but that's delib 
crate. We're building the market." 

And indeed they are. In the t\v( 
years since the product's nationa 
introduction, tv advertising expen 
ditures have come close to rival in i 
those of Bufferin, another B-M an 
algesic, currently rated No. 2 br.uK 
spender in tv. Between Januarj' anc ^ 
June of this year Excedrin spen 
$2,232,370 in tv spots (to Bufferin' 
$3,018,520), and $2,458,700 in net 
work tv (to Bufferin's $4,730,400) 

Bufferin is not now active in ra 
dio, and is not expected to use it b 
any extent in the near future. 



DiinnniininiininminiuniiRcnmniimninminiinnninininiianiiMiH 



Survey prognosis: Radio's seliing liealth excellent 



During the first six months of 
Excedrin's campaign on WNEW, 
the station, in conjunction with 
Y&R and B-M, underwrote a 
study of awareness and usage of 
pain relievers. R. H. Bruskin 
Assoc, conducted the survey. 
Initial respondent interviews 
were held before the Excedrin 
campaign began on 21 January. 
Telephone interviews with 1,001 
men, housewives, and working 
women from the metropolitan 
area's 13 counties revealed the 
radio listening habits, and pain 



reliever brand awareness and 
usage of the respondents. 

In June, Excedrin's 20th week 
of WNEW advertising, 718 of 
the original sample were success- 
fully re-contacted and ques- 
tioned again. The respondents 
were divided into "WNEW 
morning listener" and "non- 
WNEW morning radio listeners." 
The survey found: 

• Among WNEW morning lis- 
teners, usage of Excedrin in- 
creased 450% over the six-month 
period, while usage among 



morning radio listeners to the 
other 28 stations in the area 
not carrying the campaign, in- 
creased 150% in the same period. 

• Awareness of Excedrin 
among WNEW morning listeners 
increased 180% during the six 
months, while awareness among 
the group of non-WNEW morn- 
ing radio listeners increased 
82%. 

(Presumably, both groups 
were equally exposed to the 
heavy spot and network tv drive 
being run simultaneously.) 



lUUUI 



58 



.SPONSOR 7 ()( louhK 19eJ 




II lil I U.ll .iiiil .uliui-n lip at tnnc-i'lfii U'iKA a.m. lioiir tor i "sl-ciliLifac) r.idhi si.)r> 

IVIuffual serves up radio facts 
[o wtiet buyers' appetite 



\()rkiiin oil tlif iMrly-hird tlicDry, 

lutual Broadcasting System is get- 

11114 aijtMKN -advcrfi.sor group.s to 

,ir it.s pitch at hrrakfast. Tin* 

^sions last an hour and offer radio 

n ts as well as egi^s and bacon. 

Not discountint; visual aids, the 

uiio network illustrates its presen- 

ition with a set ot lii;ht-up blocks 

liich a sales manager builds into 

M edifice of "Pyramid Points" that 

lustrate MBS" place in radios na- 

inal main-street coverage. 

The factual side is strengthened 

\ an advertising case history of 

nedia mix" success with radio cost 

ficienc)'. 

\t the first of a series of selling 

reakfasts last week. MBS Presi- 

.'nt HolxTt F. Hurleigh reminded 

le trade that there are more radios 

lan people in this countr>' with 

6 sets iXT family tuning altogether 

>29 stations. In addition to radios 

1 over the house, there were mor«' 

j lan 50 million car radios on the 

ul last year and the first rough 

isure of transisti)r listening 

iiled 70''r to in-home listening, lu' 

ul. 

lUulio is on the move and at a 

tf of vigorous maturity, the MBS 

id told listeners, citing the figure 

.it IG'^c of all radio listening is 

ne by adults, 2.3'"c of them men. 

women. Mutual's place in the 

ture is that of a network with 

Hates in nearly every city, a net- 

rk strongly oriented to news, 

rts and sjiecial events and offer- 

^ ad\erti.sers such six^cial ser\- 

s as news-personality talent for 

' mmercials. 

\dvertisers out of radio recently 

returning to take advantage of 



radios unicjue acKantagcs and cost 
efficiency as they become disillu- 
sioned with other medi.i, Ilurlcigh 
reported. 

Advertising men at breakfast 
were offered audience figures on 
a campaign last winter by a sponsor 
whicli tested a campaign on net- 
work radio, network tv and sp<)[ 
tv to reach a combined audience of 
32 million at a 2.6 fre(juency. Ra- 
dio's cost efficiency was demon- 
strated by the fact that equal fre- 
quency and nearly equal audience 
was achieved by a network radio- 
network tv combination as an all-tv 
combination of network and spot. 
The records: network radio-net- 
work tv, 26,419,()0() homes at 2.1 
frecjuency, and network tv-sjxjt tv, 
28,177,000 homes at 2.4 frecjuency. 
Tlie cost difference Hurleigh left 
to his price-wise audience's imagi- 
nation. (.\lfhough the three-media 
advert ist'r was not n.imed, it is 
understood to be E.\-Lax, then a 
\N'arwick & Legler account, now 
with Grey.) I'urther analysis of the 
audience report showed that radio 
in the network radio-tv combma- 
tion added 7.7% to the total na- 
tional audience reached, reaching 
62.2'"f, as compared with the all-t\ 
(network and s^■K)t) score of 54.5""^. 
The all-radio audience was 15.2'~e 
of homes. 

MBS. with nearly .5<K) affiliates, 
was commended to breakfasters as 
the radio route to these homes on 
Main Street, U.S..\. 

Arthur Okun, eastern sales man- 
ager of Mutual, assisted Hurleigh 
with the breakfast block-building. 
The presentation, with visual de- 
sign by Rita I.. Gamer, advertising- 



promotion director of Mutual, pre- 
miered last summer Ix-f*-! T i- 
ness group invited to a \ .n 

vae.ition rt-treat «iwned by IBS' 
p.irent corjioratiun, the? 3.\1 Go. 
Pyramid Points" may go on the 
road l.ttrr to reach advertisers in 
( itlx r p.trls of the cnuufrv. 

Manclovcg calls for facts 
to 'proof radio audience 

ll.idio's suic«-ss hangs on the fact 
it's efficient or cIhmp. but sulfrrs 
from its lack of image, acc»irding 
to iif-rb Maneloveg, vice president 
and media director of BBDO, Siiid 
1. 1st week. In an aildr«ss to the GBS 
H.ulio Spot Sales station clinic, the 
BBDO executive, i.ssuetl a call for 
a "documentation of facts." . . . 
■'Wliaf we ilespcratcly nectl is tan- 
gible proof that the commercial is 
getting through to people," he said. 

I'ntil this is provided, he add«><l. 
radio c.innot rrliiru as a m.ijor 
medium. 

He also said his ageiUA would Ik* 
willing to support projects to meas- 
ure audience. If the medium can- 
not supjiort such research, "w«''d 
pitch in to help, though to a smaller 
degrcv. ' 

Maneloveg also noted his agency 
used a 60^r exposure score for ra- 
dio commercials, though "we don't 
know if its right. I don't think we 
give radio a fair deal, but youll 
have to tell us if we're wrong." he 
said. 

Stocks, bonds rate high 
with Calif, fm listeners 

Ownership of stocks and l>onds 
rates high with fm listeners in Cal- 
ifornia's Los .Xngeles and Orange 
counties. .\cc<»rding to a sur\ey 
ctmducted by the Ix)s .\ngeles Poll, 
a subsidiar>- of the John B. Knight 
Co., '2/y^r of fm homes in the ar«'.i 
are credited with ownership of 
stocks and bonds. Non-fm honn^ 
show a 15.2'^ rate of sfiK-k-and- 
IxMid ownership, giving fm .1 57.9^ 
share. 

The sur\ey also found th.it tin 
listeners tend to favor multiple 
savings act-otmts in commercial 
banks: 244..500 (22.9"t:) of fm homes 
h.ive two savings accounts in com- 
mercial banks, \ s. 1 10 - • ~ f 
non-fm homes, fur an f 

es.s^r. 

Fm homes alst) lead in multiple 



:3NS0R 7 ocTOBKR 19r>3 



59 



KAUIU fVlkUIA 



accounts in savings and loan asso- 
ciations: 143,l('i/ (13.4%) of fm 
homes have two accounts in these 
institutions, vs. 90,400 (7.1%) of 
non-fm homes, giving fm a share of 
61.2%. 

The survey is the second in a se- 
ries of monthly reports from KCBH- 
FM, Beverly Hills. The first report, 
issued last month, concerned auto- 
mobile brand o\\'nership (sponsor, 
16 September). 

Station exec preaches 
Sunday morning ad gospel 

Advertisers and their agencies 
sometimes overlook a valuable ra- 
dio time period — Sunday mornings 
— according to Stu Wayne, mana- 
ger of W'BCB, Levittown, Pa. Ik- 
reports that for the last five years 
his station has carried a 24-hour 
"radiothon" each Saturday for the 
benefit of the Cystic Fibrosis Foun- 
dation. 

The radiothon became so popu- 
lar with Levittown listeners that it 
was extended this year to include 



Sunday mornings. The program, 
which Wayne calls "high class beg- 
ging," now runs each week from 
6 a.m. Saturdays, to Sunday noon. 

Except for news on the half-hour, 
the radiothon concerns itself sim- 
ply with pleas for funds and 
pledges for CF; no music is pro- 
gramed. \\'ayne reports that on 14 
September, in a 3^2-hour period, lis- 
teners contributed $3,000. 

He says, "We ha\e found (our 
Sunday programing) to be an ac- 
ceptable format for a loyal and 
ever-increasing audience that re- 
acts affirmatively toward adxertis- 
ers and their products. Don't sell 
Sunday morning radio short. It is 
valuable time. " 



'Grand Ole Opry' is 38 

Grand Olc Opnj, the grand- 
daddy of country music shows, is 
readying plans for its 3Sth birthday 
celebration. With the cooperation 
of all the major record companies, 
WSM, Nashville, will roll out the 
red carpet for country d.j.s through- 



CARLING BREWS BULLET BLATS 




SigniiiK pact KiviiiK CarliiiR BrcwiiiR 19().'}-'(i4 broadcast riRhls to NBA 
games of Baltimore Bullets, 70 of which will be aired on WFBR and l'.i 
on WJZ-TV, are (seated, 1-r) C^arlinR advertising mgr. Alan Lembitz and 
Bullets Ren. mgr. Paul Hoffman, and (standing, l-r) WFBR gen. nigr. 
Robert P. Jones; George Bernard, v. p. of Aifkin-Kynelt Advertising, Phila- 
delphia; and WJZ-TV gen. nigr. Herbert B. Cahan 



out the United States and Canada 
when they gather in Nashville 1-2 
November for natal day festi\'ities. 
First e\ent will be the WSM break- 
fast held in 5sashville"s new Munic- 
ipal Auditorium, featuring a spec- 
tacular starring all members of the 
Grand Ole Opnj, a memorium to 
the Opnj stars who lost their lives 
during the past year, and the Trade 
Press Awards. As in past years 
there will be a programing anc 
sales round table discussion, anc 
this year WSM personnel will re- 
view and summarize the WSM 
University of Tennessee License 
Renewal Conference of 22 and 2C 
October, prior to a discussion. Re 
cording companies sponsoring in' 
dividual events are Capitol, Colum 
bia, Decca, Dot, Mercury, RC.-* 
Victor, Starday, and United .\r 
tists. All attending will be guest: 
of WSM. 

Gold Medal Award to 
Quiroga in Hollywood 

NBC's color and technical cor 
dinator in Hollywood, Alex Quir 
oga, will re- W 
c e i V e this 
year's Herbert 
T. K a 1 m u s 
Gold Medal 
Award of the 
Society of Mo- 
tion Picture 
Television En- 
gineers. Quir- 
oga is respon- 
sible for, and 
supervises such color film program 
as Bonanza, The Viriiinian, llazi 
and Kraft Theater. Among his ir 
\entions are the Quirogascope, a 
optical attachment for t\' camera 
to permit the tilting of scenes; 
g\ro-stabilized camera mount, 
tluee-dinuMisional telexision sy; 
tern, a \ideo-tape editor, and ir 
striunentation in color film repn 
duction. Quiroga will receixe th 
award at SMPTEs 94th technic; 
conference 13-18 October in Bostoi 

WWRLsoldfor$2mil. 

New Yorks \\'WRL has been sol 
to a West Coast station group a\ 
erator for more than $2 millioi 
Egmont Sonderling of Los Angele 
president of the Sonderling Radi 
Stations, and his associates, Richar 
Goodman and Mason A. Lound' 




Quiroga 



60 



SPONSOR/7 ocrroBKR 196 



. 



> ill ctiiiMiinm.ilc the sale .itltr tlic 
lust i>l iu'\t \c.ir. siil))((t III I''( X ' 
i|)pni\;il. 

rlif prt'sfiit tmiuT, Willi. im li. 

Ki'tiinai), hiiilt and lias (.-oiitiiillcd 

iiid opiTatfd \\ WHL siiici' it wfiit 

tlu- air in l')i!(v Aicordiiii; to 

iidfilinu, it will coiitimic to 
Moadcast the format it has used 

1 several Ncars — major emphasis 
Ni"i:ro pro<4ramiii<4, and some 

;(ii;n lani;nam' hroailcasts on 

(kinds. 
soiuli-rHmi turrt'iitlv owns W'DIA, 
\|, in|>his. Ki:)I \. Oakland. Cahf.; 
xi-().\. I,on'4 Htach, Calit., and 
\ ( )I'.\ Oak Park. 111. 

Mrokfr in tlic transaction was .\r- 
!mr llo'4an ot Allx'rt Zunsmith 

ininnnications. Los Angeles. 



NEWS NOTES 



sou Ne^ro market eonsiiltant: 
dd Mr.mson, WVNH, Chicago. 
( ronnt e\eenfi\e sinee that Sta- 
n's inception in September 1962, 
t the station 1 October to open 
^ own firm. Todd Branson, Con- 
llant: Negro Marki-t has offices at 
^ 1) N. Michigan, C^hicago. Before 
ining the Negro station, Branson 
IS radio t\' director of SRD.S, 
1 iKTal manager of WFOX, Mil- 
.lukee, sales manager of W'NMP, 
\anston, and general manager of 
^'(iHY, Gar\'. Ser\ ices oflered b\' 
is new firm inclnde ad\ertising 
Dnsultation, stndies of each indi- 
idnal firm's sales force, distribu- 
■on, merchandising, stndies of the 
ides force and research concerning 
., irodnct appeal to the Negro con- 
^ imer. 



hrce new affils for radio net: The 

nd of Si'ptt'mlnT marked the begin- 
•ing of acti\e affiliation with CBS 
jadio for Will J,. Wheeling; 
XUOI., Knowille, and KFBB, 
Mat Falls. WIILL and KFBB 
re both unaffiliated with an\- 
<her network. \\ lU^L maintains 
s tie with Mutual Broadcasting 
fvstems. 

'ZOO sold: John K. L. Peterson 
IS sold WZOO, Spartanberg, 
)uth Carolina, for $1.50.(KX). Bny- 
fs are Thomas W. Thnman, who 
manager of WORD. Sp;irtan- 
?rg; Phil Buchhiet, publisher of 



OUTDOOR HOOTENANNY FILLS PARK 




W HhF I Kotlifstir . \^ |)i(»M><l llic (iiirciit iniii;i( of tin- "nrd, ' lii><ili-ii- 
aiiii>, \s iu-n more IIkiii I.).))!)!) pi'opic jainnicd llio oiildoor llii^lilaiifl 
I'ark iiow I for llic stations "H.k k-to-Siliool I lootcnaiiiiN . Vdinission sva« 
fri'i'. and lily officials said tin- crowd m.is tlu- larm-st in tin- iiowl'f hiiitor>° 



Sp(irl(in}>cr<i llcralil-Jounuil: and 
Fred D. Molfitt, associate pid)lisher 
of the Hctald-Jounuil. The three 
buyers will each own one-third of 
a corpor.ition to be formed. Broker 
is lilackbuni. W'/OO operates on 
140 kc at 1,000 watts daytime, 2.50 
watts niuhttime. 

24-h()ur fm stereo on KPFM: KPFM, 
Portland, Ore., began 21-hour 
fm stereo service on 1 October. 
Program director l.lo\(l Ynnker 
noted that radio listeners from mid- 
night to 6 a.m. should have "the 
same opportunity to hear the won- 
derful world of fm stereo as our 
regular listeners. " 

Philharmonic network formed: 
W OB, New York, has picked up the 
ball dropped List spring by CBS 
Radio, w hich had carried the New- 
York Philharmonic broadcasts for 
33 years. The New York outlet is 
acting as originating station for a 
network being put together by Ci.H. 
Johnston, Inc., which also created 
and super\ ises the Texaeo-Metro- 
politan Opera Radio Network. The 
aim is for 100-1.50 stations and 
whereas no figure is available yet. 
stations in I.os .\ngeles, Detroit. 
S\racusj'. Buffalo, Denver, and sev- 
eral other cities have alread\ signed 
with the network. Starting yes- 
terday (6), the bro;idc-asts will 



continue for 32 weeks with all but 
four originating live on Sunday 
afternoons from 3-5 p. in. direct 
from Philharmonic Hall at New 
York's Lincoln Center for the Per- 
forming .\rts. The Orchestra has 
been heard on radio every season 
since 1922, when it made its first 
broadcast over W'K.\F. That affilia- 
tion extended to 1927 when WOR 
Ix'gan carrxing the ct)ncerts. The 
CBS programs started in 1^130-31. 

Power iiKTease on birthday: On 
22 Septemlx'r the FCC] granted an 
increase in power to W'HFB, Ban- 
ton HarlK)r, Mich. — **.\ real birth- 
day present," said J.ict)b P. Schenr. 
general manager. W'HFB celebra- 
ted its 16th birthday 23 September. 
The station's power was increased 
from 1 kw to 5 kw. 

(>ronp joins MBS: The Linder Ra- 
dio (iroup, comprising five mid- 
Miiniesota radio stations, has j<uned 
Mutu.d. The stations are KTOE. 
Mankata. KWI.M. W illmar; 
KMUL. Marshall; KDMA. Monte- 
video, and KL(iR. Redwo^nl Falls. 

( BS Radio affiliatioivs: W RIM, 
Riimford. Me., joined C^BS Radio 
2^) .SeptemU-r. Two »»fher stations 
that ha\e signed with the netxvork 
will Ix'gin their affiliations 27 Octo- 
Ix'r: W.\()\', N'incennes. Ind.. and 



hONSOR/7 OCTOBER 1963 



61 



RADIO MEDIA 



KBMW, Breckenridge, Minn.-Wah- 
peton, N. D. On 1 December, 
WMOG, Brunswick, Ga., and 
WAYX, Waycross, Ga., become 
CBS Radio affiliates. 

Ivy Broadcasting For Ralston-Pur- 
ina: Ivy Broadcasting, with a 52- 
week contract from Ralston-Purina, 
has begun production of the new 
Checkerboard Dairy News Net- 
work, a series of five-minute, Mon- 
day - through - Saturday radio fea- 
tures for New York state dairy 
farmers. Twenty-two N.Y. state sta- 
tions have signed for the series. 

New owner, new name in Annapo- 
lis: WYRE is the new designation 
for former WABW. Station is now 
owned by Radio Chesapeake, Inc., 
headed by Erny Tannen, president, 
and Marvin Mirvis, general man- 
ager. Tannen is also the owner of 
WDMV, Salisbury, Md., and Mirvis 
was formerly general sales manager 
of WITH, Baltimore. 

Stereo music service: The rapid in- 
crease by fm stations of multiplex 
stereocasting has begot Foreground 
Stereo Tape Music Service, a new 



service being launched 1 November 
by Independent Music Broadcast- 
ers, Inc. Stations can buy the taped 
music on a full-broadcast day basis. 
Headquarters for the new service 
are at 1010 Euclid Building in 
Cleveland. 1MB, by the way, itself 
owns two fm stations, WDBN, Bar- 
berton, O., and KJSB, Houston. 

Mobile station sold: WLIQ, Mo- 
bile, Ala., has been sold by Jemco 
Broadcasting for $135,000. New 
owners are Tommy Hartzog (50%), 
and Mr. & Mrs. L. S. Hartzog (25%) 
each. WLIQ operates daytime on 
1360 kc, with 5 kw power. 

NEWSMAKERS 

Robert Schmidt to president of 
The Associated Press Radio and 
Television Assn. He is general man- 
ager of KAYS, Hays, Kansas. 

Alfred Greenfield to vice presi- 
dent and station manager of 
WLVN, Nashville. Greenfield was 
with WHMM, Memphis. 

Daniel C. Park to national re- 
gional sales and promotional direc- 
tor of KEVT, Tucson. Henry G. 



AWRT Educational Foundation shifts officers 




Theodora Zaviii (r^, of Broadcast Music, Inc., is new chairman of the Edu- 
cational Foundation of American Women in Radio and Tv. With her are 
Klizabeth Bain (I), of CBS Television Stations, N. Y., out^oinK foundation 
chairman and AWRT president-elect, and Margaret Mary Kearney, 
WCAU stations, iMiiladelphia, cx-ollicio trustee as AWRT president 



Villegas to local sales and promo- 
tional director of that station. 

Rod Cleftox to radio program 
director of KHQ, Spokane. 

Ray Simms to director of station 
relations of WMMM, Westport. He 
was account executive for HR Tele- 
vision. 

Ralph Baron to local sales man- 
ager of WEBB, Baltimore. 

David R. Klem.m to director of 
press information and public af- 
fairs of WX^'Z, Detroit. 

Ron Sherwood to general man- 
ager of WEEZ, Chester, Pa. Robert 
Walton succeeds him as sales man- 
ager. 

Thomas Y. Gorman resigns a; 
general manager of WEEI, Boston 

George Crowell resigns as pro 
gram director of KFRC, San Fran 
Cisco. 

Harry Munyan to promotion di 
rector of WIOD, Miami. 

Carl D. Weinstein to commer 
cial manager of WKOP, Bingham 
ton, N. Y. 

Fred Bohn to account executi\( 
at WJW, Cleveland. He was witl 
WJW-TV, Cleveland. 

Dantd Breyer to sales and pro 
gram supervisor for WTMJ-FM 
Milwaukee. 

J. Kelson Weber to vice presi 
dent of Nielsen Media Research. 

John Rhys Evans, Jr. appoints 
sales representative for KET( 
Radio. 

Wayne Mondxtlle to accoun 
executive with Nielsen's Broadcas 
Division. David Mudie to assistan 
manager for prcxluction; Luc Stf 
Marie to manager for field opers 
tions, eastern division; and E. \^ 
Collins to manager for field opera 
tions, western division. 

NicoLAi A. Pavlov to assistant d 
rector of the consumer survey d 
vision of Audits & Surveys. 

John O. Dow^^ey to chairman ( 
the Television - Radio - Advertisiu 
Club Seminar Committee. He 
CBS vice president and gener; 
manager of WCAU Radio, Philade 
phia. 

Norman A. Triplett to chairma 
of the Electronic Industries Assodi 
tions new distributor products div 
sion. He is vice president in charj 
of marketing for the Triplett Ele* 
trical Instrument Co. Thomas Ur 
vice president for sales of Han 
wick, Hindle was elected vice chai 
man. 



62 



SPONSOR /? OCTOBER ]«' 



SYNDICATION 

Test advertiser Joins club 
after 'Mickey Mouse' success 



A iKsi ol \\ .lit I)isiu\ iiuichan- 
'\ ilising for tlir syiKlii-.itt-d Mick- 
II Motisc ('luh, iDiidiK till hist \iMr 
II St. Louis, proM'il rlli'itiM- for 
M)tli aci\rrtisi>r anil film distributor. 

Alftr a onr-\ far i'\rlu.si\ c sponsor- 
lii|)()t till- Huiiia \'iNta I)istrii)ii(ioii 
MinH-rt) on K.I'LH-TV. St. Louis, 
.roiji'r H.ikinu (.'o. iuovkI its dollars 
!ito tin- Mickcij Stotisc ('Itih si-rit's 
I (.'iniinnati. Knowillr. Naslnilli', 
luntiniiton, W. \'a.. and (l.idillai-, 
ml Kalamazoo, Miili. 

\siili- from tlir .iil\iTtisin'4 and 
,( rchandising advantages KrogiT 
liiird from the St. Louis test, 
rover's interest in earr\ing the 
iinpaign into other markets 
uirred the sale of the show in cer- 
iin cities. 

Kroner's Cluh merchandising in 
t. Louis ineludeil the use of Dis- 
fv characters on products, super- 



market e.irts, priir (.i^s. displ.iss, 
neusi)aper ads, and animated film 
lead-ins and sign-oils fur its t\ 
commercials. 

Now in its second year of synili- 
I'.ition. Mi(k(tf Mousr Chih is car- 
ried on .VS stations. For the first 
time, Biienu Vista is offering \\ .dt 
Disney merchandising to other local 
sponsors of program. Ir\ing Lud- 
wig, H-\' president, noted that the 
availability of Disney character 
merchaiulising to Mickey Mouse 
(Unh .iiKertisers permits "use of 
Disney sales promotion tie-ins, un- 
til now limited to fee-paying li- 
cense(\s." ^ 

Vaudeville okay to roll 

It's clear sales sailing now for 
World N'audeville Corp., uhich has 
having some legal trouble 



be 



en 



Skitch cast in new mold 




I 



StcM' Allen's bronze bust of Skitch Henderson sep.irutes Peter I.ind 
Hayes and NIarv Mealy at openins: of "N'isuai Art bs PerfonninR .\rtists." 
first major exhibition of art by tv pcrfonnors. K\l)ibi(ion is sponsored b> 
(Joodson-Todnian for the benefit of the W'hitnes Museum 



'ONSOR/7 OCTOBER 1963 



\Mtli its ^JO-inmul<- '^ - 77iij U 

Vaudrtillr. 

The (irni, headed l< r- 

steiu .ind Harold (. .d 

been atx-UMKl by AMen \\ eisir iu- 
terprises of copying the tv \.^nd^^. 
vdle format and the l.itter coiii|).iiiy 
threateni-d litii;.itjon against cus- 
tomers .mil potential cuslom«Ts inr 
This is Vaiuletille. On 2.5 Septem- 
ber, however, Los .Angrles Sn|>«Tiiir 
Jiidue Kemieth (Chantry .iNs.irditl 
World \'.iude\ ille (Jorp. a prelinnn- 
.iry injutiction against Weiser. stat- 
ing he doul)ted the validity of 
Weiser's el.iim of priority as to for- 
m.if. He ordereil Weiser to cease 
and desist in its efforts by threaten- 
ing litigation to hami>-r future s;iles 
ol flic series. 



NEWS NOTES 

I.i/s foreign sales soar: \(i countries 
li.ive boii'.zht l.iz Tdt/litr in London, 
the Tele\ ision I'riKluctions of .Amer- 
ica special shown 6 (Xtob«'r on CBS 
TV. Diibbinii in Sp.inish, C^-rman, 
It.ili.in, Jap.mese. and French sup- 
plements the original Fnglish sound 
track, with the 'local Kli/abeth 
Taylor" in each country- doiiiy the 
dufibing. Simil.ir world-wide distri- 
bution is planned for Sophia I.orcn 
in Rome, the sectmd ctjlor special on 
which the T\P.\ pair of Phil DAn- 
toni anil Norman B.ier has iM-giin 
work for H)64 airing. .Mso on the 
foreisjn syndication front. Empire 
Films S.\. has acf|uired all foreign 
rights ( excluding the l. S. anil C.in- 
ada ) to seven Bob Hojh' Feature 
Films, produci'd by Paramount be- 
tween h)AS and ]H5^. Deal co\ers 
theatrical re-issue and tv first-nin. 

NEWSMAKERS 

\l \i iu( 1 \'^"J^I.KVs^ N Im office 
iii.inauer of I'nitetl .\rtists of Japan. 
I If replaces Pail Fuii^in. 

Sid S.mith of United .\rtists to 
ili.iirman of the Tel-Fil C'-i 
Fhvnk Mii-lkh of Official 1 
elected vice-chaimian of the Tel- 
Fil Croup. 

Cjt\Ri.Ks Grkkn to director at 
Sarr.i. He was a priKlucer -director 
with J. Walter Thompson. 

Ciihrr CoLLitai to gimeral nuin- 
ager for \N"BC PriKluctions ' \- 
ectitive priKlucvr of The > i- 

/^•f» Show. 



63 



STATION REPRESENTATIVES 

Bolton heads Atlanta rep assoc. 



JACK BoLTOx of the Katz Agency 
is tlie new president of the At- 
lanta Radio & Television Station 
Representatives Assn. He was elect- 
ed, along witli six of his confreres, 
at the Mayfair Club Meeting re- 
cently 

Other officers are: Dick Walker 
of Robert Eastman, vice president, 
and Bill Jones of Peters, Griffin & 



NEWS NOTES 

New hqs. in New York: Savalli/ 
Gates Inc., formerly Pearson Na- 
tional Representatives, moved to 
larger and more centrally located 
quarters at 7 West 44th Street, New 
York 10036. 

WGAN to Bassett: Guy Gannett 
Broadcasting Services of Portland, 
Me., decided to switch reps for its 
radio station, WGAN. Mort Bassett 
& Co. takes over the selling of the 
station on 1 November. WGAN-TV 
is still repped by Blair TV. 

Richer Reps adds two: Robert Rich- 
er Representatives announces addi- 
tion of two new offices. In Chicago, 
headquarters will be at 333 North 
Michigan Avenue and will be head- 



Woodward, secretary-treasurer. Joe 
Sierer, Edwiird Petry, immediate 
past president, becomes a member 
of the association's board of di- 
rectors.- 

Elected to the board of directors 
for this year were Barney Ochs, 
Bernard I. Ochs Co.; Eddy Brandt, 
Paul H. Raymer Co.; and Bill Mason 
of Storer Television Sales. ^ 



ed by Pat Gatto and Phil Boal. Tele- 
phone number is 312 345-7530. In 
Detroit, the office is located at 424 
Book Building, run by Ma.x Gold- 
farb. Phone 313 WO 1-9704. 

Walton adds six: Hal Walton & Co. 
has opened new and larger offices 
in New York at 220 Madison Ave- 
nue, N. Y. 16. The move reflects the 
continuing growth of the company, 
which has just been appointed rep- 
resentative for six more stations. 
They are WTMC, Ocala, Fla.; 
WGGG, Gainesville, Fla.; WDDT, 
Greenville, Miss.; WAGR, Lumber- 
ton, N. C; WBAG, Burlington, 
N. C; WEMD, Md. 

NEWSMAKERS 

Miss Carol Gilbert to manager 
of the sales development depart- 



Programing plans aired at Mt. Airy 




Hepresciitafives of H-R Television relaxed in the pic'tuifs(nK- I uiunos as 
V\'D.\l'-T\', Philadelphia, paraded its fall iiroRraininj; plans hefoie 175 
business executives, media reps, and aRent>nicn. Here station v. p. Mar>' 
Mcgargec chats with (1-r) Tom Wood, Tom Buchanan, and John Bradley 



ment of Robert E. Eastman. She 
was with the American Research 
Bureau. 

Peter R. Scott to account execu- 
ti\'e with Roger O'Connor. He was 
with WPAT Radio, Paterson. 

George Joh.\xxessex to the sales 
staff of Edward Petry. He was with 
American Research Bureau, and 
was previously research director of 
Petry 's television division. 

Thomas J. White, Jr. to general 
sales manager of the radio divisior 
of Adam Young. He was formerl) 
with Avery-Knodel. 

William P. Marseilles anc 
D.-vLE Steve.vs to the board of di 
rectors of Robert E. Eastman. 



STATEMENT OF OWNKRSHIP. M.\NAGEMI NT 
AND CIKCVU^TION (Art of Orlober 23. 1 j. 
Section 4369. Title 39, United States Code) 

1. Date of filing: Oct. 1. 1963. 

2. Title of publication: SPONSOR. 

3. Frequency of issue: weekb". 

4. Lo<-alion of known office of publicalion: :>'>j 
Fifth Ave., -New York. N. Y. 10317. 

5. Location of the headquarters or Keneral buil- 
ness offices of the publishers: 535 Fifth Ave., Now 
York, N. Y. 10017. 

r>. Names and addresses of publisher, editor, and |j 
managing eilitor: 

Publisher: Norman R. Glenn. Mamaroneck, N. T. 
Eililor: Kobeit M. Grebe, Cortlardt. N. Y. 
Managing editor: (NONE). 

7. OWNER. (The names and addresses of sloik- 
holders owning or holding 1 percent or more at 
total amount of stock.): 

The owner Is: SPONSOR Publications Inc.. New 

York, New Y'ork. 

Stmkholuers owning or holding I percent or moff 

of the total amocnt of sto<k: 

Norman R. Glenn, Mamaroneck, New York 

Elaine C. Glenn, Mamaroneck. .N. Y. 

Ben Strouse, Ballimori, Mar>land 

Kiuh K. Strouse, BaHlmore, Maryland 

William ONeil, ClevelanI, Ohio 

Henry J. Kaufman, Washington, D. C. 

Pauline II. Poppele, Ntw York. N. Y'. 

Judge M. S. Kronheim, Washington, D. C. 

Norman Reed. Washirgton, D. C. 

.■\dele Lebowitz, Washington, D. C 

J. P. Williams, Dayton, Ohio 

Jerome Saks, Washington, D. C. 

Catherine E. Koste, Hawihoine. N. Y. 

William B. Wolf, Washington. D. C. 

Bernard Piatt, Port Chester, N. Y. 

8. Known bondholders, mortgagees, and otiKr 
security holders owning or holding 1 percent 
more of total amount of bonds, mortgages or othar 
securities: NONE. 

9. Paragraphs 7 and 8 Include, in cases whan 
the storkhol'Jer or security holder appears upon the 
books of the company as trustee or in any otbar 
fidu iary relation, the name of the person or 
poralion for wtumi such trustee Is acting, also UM 
statements in the two paragraphs ^how the nffiint't 
full knowledge and belief as to the clrcumsta 
and ron<lition.s under which stockholders and secar4 
ity holders who Jo not appear upon the books ri 
the company as trustees, hold stock and securitlet 
In a capadlv other than that of a Iwna tide n»ner. 
Names and addroses of individuals who are stock* 
holders nf a corporation uhl h itself is a sio kholdei 
or holder of bonds, mortgages or other securltia 
of (he publishing comoration have been intludcd 
in paragraphs 7 and 8 when the interests of such 
individuals arc equhalent to 1 percent or mon 
of the total amount of (he stock or securltlei ol thi 
publishing ccii^oratlon. 

10. This Item must be completed for all pubU' 
cations except those which do not carry advertUlM 
other than tlie publisher's own anil which are nanfc 
In sections 132. C31. I32.23->, and 132.233, Post* 
Manual (Se<tlon.i 4355a, 43S.5b, and 43S6 oT TUU 
30, rnlied States Code). 

Average No. copies each Issue during precedlni 
12 months: 

A. To(al No. copies printed, 10.100. 
It Paid circulation 

1. To tenn subscribers by mall, carrier dellWI 
or by other means. 7458. 

2. Sales through agents, news dealers, or oUnti 

wise, NO.VE. 

>' Ftre distribution (Including samples) by mill' 
carrier, delivery, or by other means. 2601. 
1). TOTAL No. of copies distributed, 10,0.'i9. 

I certify Uiat tlie statements made by me abtn' 
are correct and ion»plpte. 

Norman R. Gba 
rul>llsher 



64 



SPONSOR/7 OCTTOBER 19' 



WASHINGTON WEEK 



NVw» from luilion'f 
I .ipil.ll of ti>r<nal 
mt«fr\l to a<iinm 
7 OctolK* H)ftl 



^^ Most dramatic voice in the wilderness of comment on broadcast ad- 
vertising last week, was that of NAB president LeRoy Collins, who 
cries out for broadcasters to adopt FCC ' s own public interest standard 
before the commission can adopt NAB ' s faltering Code structure. 
Facing pressures of the FCC for de-commercializing on a stopwatch 
basis, and the undeniable restlessness of public and advertiser over in- 
terruptive commercial clutter-Collins urged a new direction. In a highly 
charged address to the TV Code Board meeting here, he exhorted broad- 
casters to subordinate the private to the public interest in the number, 
kind and quality of commercials they put on the air. 

"A'^ ^^Q Association's TV Code Board and its new director would have the 
monumental task of getting ail-not part-of the tv broadcasters to 
meet a standard unassailable by government. 
Collins praised the pioneer work of the Codes, and that of resigning 

director Bob Swezey. But the Codes are no longer enough, as is. To drop 

them altogether and rely on voluntary be-goodness and a "beautiful scroll' 

for subscribers would be even worse. 

■^^ Broadcasters must take the third and only road that can beat the 
government to the regulatory pass , Collins insists. 
Base a whole new approach on a re-dedication to the public interest, 
and give advertisers and the public a stake in it. Research by workshops, 
by conf erences-with government, too— for standards that will relate not 
just to the numbers, but to "interruptions-to poor quality— to clutter- 
to believability-to taste." Code efforts in this direction have been 
grossly inadequate." 

Perhaps no practical, workable pattern can be found, but "We must 
try," said Collins. To let go by default now invites government ruling. 

-^^ Arm's-length from the commercials problem, but strongly relevant, 

was a talk on broadcast ratings and NAB's handling of that problem. 

by Charles Howse, counsel for the House Commerce Investigations Sub- 

committee. 

To some degree, the rating situation has paralleled the commercials: 
it has been probed, the same warnings given, the same possibility of vol- 
untary reform pointed out. NAB faced threat of government intervention — 
and won reprieve. It has set up a new system of steuidards, of continuing 
check on ratings and use of audience measurement. 

Praising the action so far, Howze warned ARF Foundation Conference 
in N. Y. last week that if an advertiser-supported system of broadcasting 
is to survive, it must be by broadcast shouldering of responsibilities. 

"I hope that legislation in the field of broadcast audience research 
will not be necessary. But I remind you that it is being discussed. The 
surest way to ward off legislation is to make it unnecessary by supporting 
industry-sponsored efforts looking toward reform." 



65 



WASHINGTON WEEK 




7 October 1963 



^^ A four-foot stack of broadcaster protest against the FCC's proposed 

commercials cutback piled up at the commission' s deadline for comment 

last week, but no revolutionary new argument was raised. 

NBC came perhaps closest to NAB president Collins' new approach, in 

urging the FCC to realize that the crux of the commercials problem is not 

one of time limits. Within a set time formula, wretched performance would 

be possible, and there would have to be thousands of waivers for special 

station revenue needs. 

The real irk to the public lies in the interruptive placing of commer- 
cials, and poor quality in much of the message. NAB is now plotting a new 
tack to reach these problems in its commercial codes, said NBC. 



All three networks, the NAB, multiple-owners , and individual broad- 
caster comments flatly denied FCC's right to regulate commercials— 
a question inevitably to be threshed out by the agency's parent House 
Commerce Committee. 

All comment pointed to the obvious fact that advertising is essential 
not only as revenue, but to the peculiarities of the American economy. Ad- 
vertising is essential to show-and-tell economy of new product and expan- 
sion. "You can't sell a new car if it's in a cave." 

Most accuse FCC of illegal attempted rate fixing if it tries to set 
commercials limits on its own estimate of "reasonable profit." 

^^^-^ ABC was perhaps the most emotional on the side-benefits of broadcast 

advertising at grassroots level. 

The deejay who advertises Goodyear products, for example, may warn 
mothers to bundle up the school tots for a day of sleet or rain; a sponsored 
swap-shop program enables mother to buy a crib for $5. 

As to cold hard facts of station revenue, ABC asked how any formula 
could apply when station rates for 5500 broadcasters vary from 50 cents to 
12,000 per spot, and revenue intake for hundreds varies by day and season 
and by local needs. 

ABC had an answer to the fewer-but-higher priced commercials sug- 
gested by FCC Chairman Henry, among others. The net said, with the ring of 
experience, that if broadcasters could charge higher rates in today's 
media competition, they'd be charging them right now. 

-^^^ Cohn and Marks , Washington communications attorneys, ask suspi- 
ciously: Why the proposal to adopt NAB codes at all? 
The public is just as irritated over interruptive commercials on a 
code station as on any other. Why, too, would FCC forego its own authority 
and adopt a code which it points out critically covers only 38% of radio 
and 70% of television — and so represents only partial view of the broad- 
casting industry? 

Basic research is needed in: the public's real feelings, which range 
from complaint, to tolerance, to receptivity; in needs of local adver- 
tisers ; in the revenue needs of each individual station. So say the at- 
torneys. 



66 




If you profit from big populations, i/ou'U get a big dollar's worth 
■jn WSOC-TW Charlotte ra)ik.^ loth amonc/ the top J(f Urban Regions of 
the U.S. With over two a)}cl a quarter ))iillio}} people irithin a 75-mHe 
radius, Charlotte's trade area is bigger than that of Indianapolis, Kansas 
City, Minneapolis. Sensible rates, statio)) support, restilts n)ah]VSOC-T\' 
the frst Carolina ehoiee for spot bngcr.^. Charlotte's WSOC-TV 



J NBC and ABC Represented by H R. WSOC TV is associated with WS8 and WSB TV, Atlanta; WHIO and WHIOTV. Oaylon. WIOO Miami. 




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ILAIR 
GROUP 

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40c a copy and $8 a year 14 OCTOBER 1963 

5PONS0 1 



THE WEEKLY MAGAZINE RADIO/TV ADV 



Hollywood^s 
Stan Freberg: 
an incisive 
portrait — p. 31 




_- »^ CONTENTS— see p. 6 

NbV.GtNtWxiBRARY 

c> «^ o * 




UHIU 



"4^1 



Selling detergents? She may be busy sorting the laundry, 
using the washing machine, folding the clothes— but 
she's never too busy to get your message on Radio. Us« 
Spot Radio on these outstanding stations and make 
your brand the one she buys. 



■ AOiO Division 



EDWARD RETRY & CO.. INC, 



TMt OMiOINAl. STATIOM ■irMIBINTATIVa 

NEW YORK • CHICAGO • ATLANTA • BOSTON • DALLAS 
OCTROIT • LOS ANCCLCS • SAN FRANCISCO • ST LOUIS 





KOB 


Albuquarqu* 


WTAR 


Norfolk N««pon N»--- 


WSB 


Atlanta 


KFA* 




On^»^« 


WGR 


Buffalo 


KPOJ 




Rowland 


WGN 


Chicago 


WRNL 




Richmond 


WLW 


Cincinnati 


WROC 




Roch««t*r 


WDOK 


Cicvaland 


KCRA 




SAcramarrto 


WFAA 


Dallat Ft Worth 


KALL 




Salt L«ka City 


KBTR 


D«nv«r 


WOAI 




San Anton- 


KDAL 


Ouluth Superior 


KFMB 




San re 


KPRC 


Houston 








.VOAF 


Kanta* City 


KYA 




San Fran< •. 


KARK 


Littia Rock 


KMA 




St»«fvarK>(' ,> ^ 


WINZ 


Miami 


WQTO 


Tamp* LakalAnd OrU/tdo 


KSTP 


W.nirapoli* St Paul 


KVOO 




TuKa 


Intarinounljin NatwoHi 


Radio N«» York 


Wortdwida 




MULTI-CITY TV MARKET 




m proaucts sdid 

[17,276,001 

The WGAL-TV market is consistently prosperous 

Its agricultural industry, thanks to today's moderr| 
equipment and scientific advances, is a very im 
portant facet of its stability. 

53,636 farms sell crops worth $129,765,000 . . . dair? 
products $164,595,000 . . . poultry and end product j 
$1 01 ,41 6,000 . . . livestock and end products $1 01 ,506,00i 

Reach and sell the great WGAL-TV market where 
Channel 8 is more effective than any other staj 
tion, has more viewers than all others combined. 



'Statistics based on ARB data and subiact to qualifica- 
tions issuod by ttiat company, available upon reqtfest 

Morke' figu'es loiest US Census 



WGAL- 

Channel 




STEINMAN STATION . Clair McCollough, Pre;. 
Representative: The MEEKER Company, inc.* New York • Chicago • Los Angeles • San Francisco 



i. 



'SPONSOR-WEEK 



Ijite nrwf 

ill t\/ra<ti(i •dvcrtitifiK 

It (KlofM-r KHV.! 



How to control commercials: The 4A or a 
similar advertising industry group should buy 
advertising space and time to alert the public 
to the *'\\ easels of the Month," commercials 
and print ads that had attempted to fool tlie 
auilicnce witli "weasel-worded" claims, says 
Krcd Papert, board chairman of Papert, Koe- 
nig, Lois. He suggested this strategy to embar- 
rass advertisers and agencies into spending 
more time "producing a better product" in- 
stead of using tliat time to devise commercials 
that are "semi-crooked bores." As a panel- 
ist at the International Film-Tv Festival 
in New York last week, Papert noted that if 
broadcasters caimot control commercial time 
allowances themselves, "it would be a fine 
idea" for FCC to step in. Actress Monique Van 
Vooren said there is "definitely over-commer- 
cialization in tv." Broadcasters, she said, "can 
no longer use the excuse that they can (control 
commercials) themselves." She suggested for- 
mation of an "impartial body with no financial 
interest in broadcasting," to nile on and en- 
force commercial codes and time limitations. 
Stockton HelfTrich, head of XAB's New York 
Code odice, pointed out that each tv network 
clears about 2,000 commercials a month, and 
that their busy schedules prevent them from 
devoting much investigative time to each one. 
His olBce, trouble-shooter for tlie networks on 
NAB commercial code questions, spends more 
time "trouble-shooting" on proprietar)' drugs 
than on any other product category, he added. 
Norman ( Pete) Cash, head of TvB, said com- 
plaints about commercials can "most often be 
traced to complaints about commercial crea- 
tivity. 

Festival winners: Ketchum, MacLeod & Grove 
received Grand Award in the commercials 
category of the International Film-Tv Festival 
for "Sounds." for Alcoa Closures. Other U. S. 
winners included Campbell-Mithun (for Mish- 



awaka Hubl)cr Co.); Ellington & Co. (Cela- 
nese Corp.); D'Arcy Adv. (American Oil); 
(i<-rald Schrjitzer Produetions (Corn Chcx, via 
Guild, Bascom & Bonfigli); VPI Productions 
( American Bakeries and Goodyear, both 
through Young & Rubicam) ; Creative Cinema 
(Alcoa vi;i K.M&G); Alexander Films (Chev- 
rolet tlirough Campbell-Ewald) ; and Mogub- 
gub Ltd. (Ford through J. Walter Thompson; 
General Foods, Y&R; and Noxema, Sullivan, 
StaufTer, Colwell & Bayles). .Alexander Pro- 
ductions, for its "Niagara" Chevrolet com- 
mercial, was cited for "Best Cinematography." 
"Best Special Effects" honors went to DWrcy 
for its .Americ-an Oil spot, "Rivers." "Best 
E<liling" was by Saul Bass & .Assoc, for "Baby 
Bath," for Mennen Co. through Grey. TAG 
won a Festival Committee Award for "a major 
contribution to concepts in tv programing." 



Webs list discards for FCC: All three net- 
works liavc >iil»milt<(l t(» the VCC elalmrate 
listings of their dropped programs from 1960 
to the present, with Nielsen avg. aud., NTI, 
and .ARB rating reports on each show as far as 
available. However, the tables submitted will 
probablv prove as amenable to interpretation 
and speculation as ratings themselves are 
accused as being. FCC analvsts can certainly, 
out of the tables, conclude that most programs 
dropped by a web did have lower ratings than 
competitive web programing for same time 
periods. And rating ser\ire< can reverse the 
premise and claim that lf)wer ratings were re- 
sult of dropout in audience, discovered and 
reported in their research findings— making 
the audience responsible for program axing. 
Tliere's also equal ammo for those who argue 
ratings are only part of the picture, and rite 
instances where one web can see strength of 
opposition program makes it neressar\' to come 
up with stronger competition against it. 



^SPONSOR-WEEK 



14 October 1963 



Swezey urges public effort: NAB code au- 
thority director Robert D. Swezey has urged 
"improvement of informational programs 
through the will of the people." Addressing a 
Reed College conference last week, Swezey 
also advocated more controversial programs, 
sound editorial policies, and experimentation 
in programing of more significance but per- 
haps less audience appeal. "Advertisers," he 
said, "must re-evaluate the tremendous stake 
they have in public enlightenment." He op- 
posed encroaching government control of pro- 
graming and said programing policies should 
not be determined by powerful individuals 
within the government. 

Commercials library: The American TV Com- 
mercials Festival has compiled a "library" 
of commercials which were entered in its first 
four festivals. Fifty product-category reels of 
4,500 top tv commercials are available on 
loan from the festival, for the use of agencies 
and advertisers seeking background material 
in established commercials. No special com- 
pilations of commercials will be prepared, be- 
cause the non-profit library will operate only 
as a service — not for competitive analysis 
for specific use. Additional information is 
available from the ATvCF at 40 E. 49th St., 
New York 17. 

Record gross: Metromedia has reported a rec- 
ord net income for the first 39 weeks of 1963 
of $2,310,000, or $1.28 a common share. Sim- 
ilar total for 1962 were $1,292,691, or 72 
cents per common share. Gross revenue for the 
first 39 weeks of 1963 was $45,680,000, com- 
pared to $38,200,266 for the same period in 
1962. Net income for third-quarter 1963 was 
$472,000, or 26 cents per share, compared to 
$271,036, or 14 cents per share, registered in 
the similar period last year. Tliird-quarter 
1963 gross revenue figures totaled $17,700,- 
000, against $11,993,434 in the same 13-week 
segment last year. 



Beville tackles tv economics: A top network 
tv planner has predicted that if pay tv ever 
gains momentum, which he thinks doubtful, it 
will succumb to all the pressures of popular 
demand which commercial tv critics currently 
score. Hugh M. Beville, Jr., NBC planning- 
research v.p., told a Portland audience at the 
Reed College Conference on Tv that "pay tv 
would hardly be expected to provide a Menotti 
opera or Bolshoi ballet when a Kim Novak 
movie or Bob Hope variety show would attract 
ten times the number of viewers and revenue." 
In fact, he said, the profit motive of pay tv 
would "run directly counter to the public in- 
terest." There would be "sharp reduction" in 
live coverage of special events, news, and cul- 
tural programing. Commenting on the FCC 
proposal to impose certain limits on tv com- 
mercial time, Beville noted that in the past 
year the commission has received only 800 
complaints, most not relating to total commer- 
cial time. He reminded that the entertainment 
programs on NBC make possible news and 
public affairs programing. 

March fills 'Grand' slot: The demise of ABC 
TV's 100 Grand, which the web had hoped 
would bring quiz shows back to tlieir one-time 
prominence, has resulted in the return to tv of 
one-time top quiz-master Hal March {$64,000 
Question), who dropped out of the video pic- 
ture when the big-money programs hit the 
skids. March comes back Sunday (10-10:30) 
as host of Laughs for Sale, comedy-panel show 
sponsored by Consolidated Cigar's El Pro- 
ducto brand, via Compton. 

WNBC radio shift: George Skinner has been 
named station manager of WNBC Radio, effec- 
tive 28 October. A producer and performer 
in radio since 1940, Skinner is currently di- 
rector of programing and services and pro- 
gram consultant at the Katz Agency rep firm. 
He will replace George S. Dietrich, who is re- 
signing after three years in the post. 



Second class postage paid at N.Y.C. 



W\¥DG s;'i 



iilcs Wjishiimtoirs liiiest 





This y(Hin>r, liard-hittiii^' cxorutiNf is Sy Sclrznow. dynnmir Mrrrhntiditinfc 
Vice I'rt'sidciit for tin- \N iisliitiuton Division of tin- (iruiid I ni<»ii Coinpuny. 
He is respoiisibli' for iiiiiiiN Tirsls' in the brilliiint dir«'<tion of his divixion's 
inerchnndisin^:. The ( urn-nt "Totid Value" cainpai^n crrnted by Seleanow 
has i)r(xlu(t'<i (|iiitr a slir in su|Mrniarkft riri l«"s. Hrttcr still, it is ririf^int; 
the cash re>;isters in ill (irand I nion suprrinarkets hxnily. This "sound of 
music" would not bo iM)ssibl«' without the role played by WWDC— "(A* 
slalion that keeps people in mind." \l\in Kpstein, Inc. has Ix-en the afrcncy 
for radio and television for 12 vears. 



W W I ) ( 



liepresfnlrd nationally by John Hlair 4 C-ompany 

W \l)i() W \>li I M. ION. \).C.. 



yk BUUR 
y^ GROUP 

CO '*" 

y^ MEMBER 



a« 



: mira • 

I.Los Angeles metropolitan 
area Spanish-speaking pop- 
ulation: 
900,000 plus 

• 

2. Average yearly income: 
$800,000,000 

• 

3. For automotive products: 
$72,540,000 annually 

• 

4. For food products: 
$434,700,000 annually 

YOU CAN HAVE YOUR SHARE! 

72 National Advertisers on 
Spanish-language KWKW 
reach approximately 277,880 
Latin-American homes per 
week at a CPM of $0.72. 
KWKW's 5000 watts speak the 
language convincingly to a 
loyal audience. KWKW has 20 
years' proof waiting for you! 

KWKW 

SOOO WATTS 

Representatives: 

N.Y.- National Time Sales 

S.F.-Theo. B.Hall 

Chicago-National Time Sales 

Los Angeles-HO 5-6171 




'SPONSOR 



14 OCTOBER 1963 



VOL. 17 No. 41 



GENERAL 

21 Tv Yule stocking will bulge with gift dollars 

Merchandise already lined up for network and spot tv buys reflec 
tion of manufacturers' faith in today's consumer market 

ADVERTISERS 

24 Revlon tries spot tv for "special" campaigns 

Heavy use of medium may continue well into 1964, utilizing station 
in 50 to 75 top markets. No network planning at this time 

AGENCIES 

31 Stan Freberg, advertising non-conformist: a profile 

"\\'ord-of-mouth," says Hollywood's top independent producer c 
the "satirical" type commercial, "can work for you or against you" 

39 Billings surge at Interpublic poses problems 

Advertising community watches for possible "product conflicts" i 
the acquisition of Erwin Wasey and Ruthrauff &: R\'an 

TV MEDIA 

41 TvB rebuts Starch analysis of newspaper "pull" 

Concurrent New York and Cleveland strikes had little effect on salt 
in cities' department stores, survey by Harvey Spiegel shows 

RADIO MEDIA 

54 25-year-old copy theme is still selling cookies 

Salerno Megowen of Chicago continues to put bulk of ad budget i; 
to radio and spot tv, using popular seven-word commercial 

STATION REPRESENTATIVES 

59 Urges paying station rep by-passed by direct buy 

W illiam L. Sanborn, president of Winius-Brandon Co., at NAB metj 
fa\ors commissions where account was pre\iousl\' contacted 

58 SYNDICATION 



DEPARTMENTS 

Calendar 

Commercial Critique 
555 Fifth 
Pnliiishcr's Report 



10 Sponsor-Scope 

18 Sponsor-Week 

16 Timebuyer's Corner 

9 \\ashin<4ton \\'eek 



SPONSOR® Combined with TV, US. Rodio, U.S. FMIT. ?19t3 SPONSOR Publications I 
EXECUTIVE, EDITORIAL, CIRCULATION, ADVERTISING OFFICES:555 Fifth Ave., ^ 
York 10017. 212 MUrroy Hill 7-S080. i 

MIDWEST OFFICE: 612 N. Michigon Ave., Chicogo 60611. MO 4-1166. 
SOUTHERN OFFICE: Box 3042, Birmingham, Ala. 35212. 205-FA 2-6528. . 

WESTERN OFFICE: 601 Colifornia Street, San Francisco 94108. YU 1-8913. | 

PRINTING OFFICE: 229 West 28th St., New York 10001, N. Y. i 

SUBSCRIPTIONS: U.S. $8 a yeor. Conada $9 o year. Other count;-les $1 1 a yeor. SW 
copies 40«. Printed in U.S.A. Published weekly. Second class postage pold at N.Y.C 

SPONSOR/ H OCTOBER 19 




TOLEDO 



Terrific TV Market 



(^^<a 



WSPD 

Television 



jf -40th nationally in focxi sales 

* 41st nationally in effective buying income 

♦ 44th nationally in TV homes delivered 

Source: itSn Mirugrmml ( 1^3 Sinry a* Irtrvnwn MjrkrK 

Toledo looks to WSPD-TV to Ih* informed and entertained. U lien 
nou ccmc riijlil ilou'n fo Kj$ic$. ijMt tluit uifuit ii tc\cv)i\cn jtJlioM 
is for? 

Mi'rrori: ihc Face of Toledo 

Represented bv STORER TELEVISION SALES. IN( ^1^ 



bs ANGELES 


PHILADELPHIA 


CLEVELAND 

11 :l< 


MIAMI 


TOLEDO 


DETROIT 

11 !f:K 


STORER 


^ HEW YORK 

U IIS 


MILWAUKEE 

it ITl-Tl 


CLEVELAND 

II III -TI 


ATLANTA 

iiAi.A ri 


TOLEDO 


DETROIT 
u )BK n 



■'3NS0R 1 J ocroBKR 1%3 



rr 



If you lived in San Francisco . . 







. ..you'd be sold on KRON-TV 



PUBLISHER'S 
REPORT 



Oiif iiiiin I view (if 
siKiiiiii-uiii liup|UMiinK> in 



WPTR ; WMCA 



ALBANY-TROY 

SCHENECTADY 

N. Y. 



NEW YORK 
N Y 



Open letter to SPONSOR 



^ 




I'rar Norman: 

\oii say yt>ii arc halllcd. Well, so am I l»y your "ojumi Irllrr" to m«- 
II thr 7 O.toltrr issue of si'ONsoit. Ilowt-ver, you s-liould always U-vl 
I If to <\|)rt'» \ our views to me, whatever their natun-. | 

^ Thfre were several reasons inv«)lved in tiiy .l.ri>ioii to release the |\|rrFRF^IT^ 

■ it.Miicnf J made hefore thr T\ Cod.- Mcvirw Hoard. In lh«^ first plarr, 1/ 1 1 I t K t N I 

.new that the incml)(M> of tliis |)oard and 1 would l.t- .all.'d upon for 
pU'ipiclalion^ a> soon as llir -rsNion \Na- couiliidcd. I |.-ll. llirrrfore, 
i.it it would he far hetter pt»lit\ for a statenuMil like llii- lo -juMk for 
-'It ratlu-r than have varyinji inlfrpretalions made wliii ii would call 
< later ellorts to straiglit«'n out. ilarify. etc. .Also, 1 intt-ndcd from 
hegimiiup, and so advised llic luview Boards, to send a ropy to 
h rnend)«-r of our Tv Board { Vi memhers). With a distrihution this 
<-nsi\e. tif^ht security sh«)uld never he expected. Your a>-.umplion 
il aiivthiiif; di>lriltuted to our whole rncml»er>hip could he k<'pt con- 
ilciiii.il i- wholly unrealistic. 

Hcjrardlos of all this. Norman, hv this statement I sought to project 
11- tluu>t ol the industiy's code efforts in closer alicmncnt with the 



PUBLIC SERVICE 

WmCA hat corned for iFtrlf the riputation t>oth 
of hoving o community conv(toutncit ond of ctff< 
tivcly performing in the community't inlrrctt W« 
Ol WPTR hov? rvcnr rroton to believe tli«t *« 
enjoy thi %ame rcputotion in the Grrot NorlHeott 
Therefore, both commumtiet benefit from the totol 
rodic service that only profcttionol ond proficient 
broodcOitf f. con :>< rform 



QUOTE: 



TO PIRRY SAMUILS, Gen- 
eral Manogrr Thr rnthutiQtiK iwPffOft •! 
WPTR hoi txrn thr high point ol ou' cotipci^a " 
— M H YoQtt. CoinQ<ngn G*itl Choiimam 
WMHT — lducational TV 

TO JIM RAMSBURG Program Dirrctor — " 
Our U N Ooy Cclrbro'ion Ihii »«-ar "Ot trmtit 
ally tuccrtiful. ond WPTR t contribution mo4t il 



— Kothtnn* O'Connor. U N Oar Cl>air» 



TO KEN PARKER. Not Oirr<»er — It hot 

b*cn mo\t grotifying to ut to tu<CC%tfullf corry out 
the public rclofiont workthop Wc or« mott 

giotcful to you lor prcicnting the idea to ut eo^- 
inoMy. ond tor corrying through to beautifully 
with your o«n lively prctentotion " 
— Mft ffoberf Mock. Prmdcnl 

Ltogut ot Wo/n«n Votrrt ol 4/bony County 
Albany. New Yotk 

TO PERRY SAMUELS General Mano««r - 
Pol Potterion doe« on eicellent lob Hit portKipo- 
tion in our Community Chett Red Crett Coaipai^n 
recording tettion «at a fine centributiea to • 
lucccttlul oroduction 

— Ntil L Mor'on. Aitt Deputy CoiinKiuo<«er 
Slot* e' Nr» Yo/k. Oeporlmenl ot ComtCfC* 



RATINGS: 



hlie interest, and I do not think this is somclhinp to fear or to hide. 

Broadcasting and the people generalK iiniM he inseparahlc allic-. 

nd 1 >fronply helicvc that the industry has much to pain through a 

vogmlion hy the people that the broadcasters, indix i<luallv and col- 

I ■< lively, are striving for the highest possihle goals. The more we im- 

've our efforts in this hehalf and bring them into the o|)cm >unlight 

all to see and hear, I think the hcltcr. 

riii-- is my whole hope for the codes. 

It the people come to understand that free broadcasters are working 
• thcr in this spirit — that they are working together better to serve 
people in the full measure of greatnes> inherent in the medium - 
re will be less and less clamor for. or toleration of. goMi nimnt 
•rts to foree improvement. 

'^nu should never assume that I am unwilling to talk out matters 
il industry leaders outside the judilic -potlijzlit. I h.ive done this on 
ny occasions. 

Nevertheless. I feel >tronglv that the whole bodv of licensees i- Wgm^ - , - -^ — -^ 

jj Jtitleil to knt.w what we here on the NAB >taff are w.)rking toward in Y F \ • WW P T R 

r attersof great importance to them. I 1 1# • WW ■11% 

Is Sincerelv. 

Rov 



■«<a«t« WPTR tt»\o»a\ 

'o thr cj'TTr'unity ftic co^munify rrtpondt to ut 
WPTR hot the greatrtt thorr ol ouJ'ence all doy 

WPTR STATION X STATION Y STATION Z 
26% U»o 'S'N. I<S 

SOURCE The Pult< Inc July Augvtt l««)' 
'S«c methodology and toteroiKe tip4«*at>o« •■ 
PulM 

YOUR EAST MAN WILL BE HAPPY TO EXPLAIN 
WHAT WPTR CAN DO FOR YOU 



Albany-Troy-Schenectady 
VP & GEN MGR: Perry S. Somueli 



I.eBoy Collins 
President. N AI? 



WTE: Governor Collins' open letter was SOR s publisher expressed distress o»er 
written in reply to an 'Open letter to Gov release of the Governors remarks before 
ernor Collins" in the preceding issue. SPON- the NAB Code Review Board to the press. 



robert e.eastman l co..^^ 

roproionting majar rod'O itohant 



5INS0R 14 OCTOBER 1963 



^'CALENDAR 



The when and where 
of coining events 
14 October 1963 



OCTOBER 

Society of Motion Picture and Tele- 
vision Engineers, 94th semi-an- 
nual technical conference, Hotel 
Somerset, Boston (13-18) 

Assn. of National Advertisers ad- 
vanced advertising management 
course, Hotel Moraine - on - the - 
Lake, Highland Park, Illinois 
(13-18) 

North Dakota Broadcasters Assn., 
12th annual convention, Ray Ho- 
tel, Dickenson (14-15) 

Walt Disney-Buena Vista, sales 
convention, Walt Disney Studio, 
Burbank (14-17) 

National Assn. of Broadcasters, fall 
conferences, Statler-Hilton, Hart- 
ford (14-15); Leamington Hotel, 
Minneapolis (17-18); Pittsburgh- 
Hilton, Pittsburgh (21-22); Amer- 
icana, Miami Beach (24-25) 

Philadelphia Chapter of the Ameri- 
can Women in Radio and Televi- 



sion, dinner meeting, Sheraton 
Hotel (15) 

Point-of-Purchase Advertising In- 
stitute, 17th annual exhibit and 
conference program, McCormick 
Place, Chicago (15-17) 

Indiana Broadcasters' Assn., 15th 
anniversary convention, French 
Lick Sheraton Hotel, French 
Lick, Indiana (16-18) 

American Assn. of Advertising 
Agencies, central region meeting, 
Sheraton Hotel, Chicago (17-18) 

Texas Assn. of Broadcasters, fall 
convention. Cabana Hotel, Dal- 
las (20-21) 

National Society of Sales Training 
Executives, sales trainer clinic, 
Cornell University, Ithaca (20- 
25) 

Midwest Educational Broadcast 
Music Directors, conference, In- 
diana U., Bloomington (22-23) 

International Radio & Television 



Society, special projects lunch- J 

eon, Waldorf-Astoria, New York 

(23) 
Mutual Advertising Agency NetJ 

work, meeting, Palmer House 

Chicago (24-26) 
Gibson Report on the Negro Mar^ 

ket, svTnposium, Hotel Roosevelt 

New York (25) 
American Women in Radio an« 

Television, board of director 

meeting. Mayo Hotel, Tulsa (25 

27) 
West Virginia Associated Pres 

Broadcast News Directors, fal 

meeting, Clarksburg (26) 
National Countr\' Music Week ,r 

conjunction with annual countr 

music dj convention and WSW 

salute to Grand 'Ole Oprv, (27- 

Nov.) 
Institute of Broadcasting Finandf 

Management, 3rd annual generc 

meeting. New York Hilton, Ne\ 

York (28-30) 




nteniatioiial Iladio & Tclcvisiun 

Socifty, iifwsm.tktT ImK-ht'on, 

W .ildorl Astoria, New York (M)} 

^ itioiial Kctail Merchants A<>sn., 

miliar, Cominoclori' llotrl, New 

"lork [M-\ \i>\cmlHT) 

NOVEMBER 

)ii'm)u Assn. ol Broadcasters, ton- 
M'litioii, llillon llotrl, Portland 

. nlTid C'anadiaii Broadcasters 
Vssn., management and engineer- 
iiig convention, Royal York Ho- 
tel, Toronto (4-5) 

merican Assn. of Advertising 
Vgencies, eastern annual meet- 
!i'4. Waldorf-Astoria (6-7) 

liiiois Broadcasters Assn., fall con- 
MMitidii. ( "liicago (7-S) 

itenuitional Radio & Television 
Society, 1st annnal college majors 
.inference. Hotel Roosevelt, 
\eu York (7-8) 

« ;Lshin<'ton State Assn. of Broad- 



casters, fall mcetini;, Ridpatli i I' 
lei. .Spok.ino (7-9) 
Assn. o\ National Advertisers, an 

nu.il inectilig, I lie i lonirstcid 

Hot Springs. Va. (10-13) 

Croup W, .5th conference on local 
piiMii service progr.uning, Insti- 
tute of Music. (Mi'Ncland (11) 

Electronic Industries .\ssn., U)fvi 
radio tall ineetiiii^, Manuer Ho- 
tel, HoeliesliT, N. Y. Ill)' 

National AsstK'iation of Broadcast- 
ers, fall conferences, Dinkler- 
.\ndre\v Jackson, Nashville (14- 
15); Hotel Texas, Fort Worth (18- 
19), Cosmopolitan, Denver (21- 
22); Kairmount, San Francisco 
(2.5-26) 

\d\ertisiu'4 \N Omen of New York 
I'Oundalion, .innu.il .((Kcrtisiiiu 
carei'r lonference, Conunodore 
llotil. Neu York (16) 

National .\ssn. of Educational 
Broadcasters, ii.itiou.il eon\'en- 
tion. Hotel Schroeder, Milwau- 



kee 1 17-201 

I lie TeleNision Bureau of \dverlis- 
ing, aiuiual nienilM-rship inr< im 
SheratonBI.K kslom Hot. I ( I 
cago (19-21' 

Broadcasters Prriuiottou \ssn., .m 
iiii.il ( oiixcntioii, j.ic k I .u Hoti I 
S.ui l-'r.uicisco ( 17-20i 

New York I'niversity's Division «if 
(General Education, editorial 
workshop, Hotel Lancaster, New 
York (lS-20) 

American \ssii. of \(lvertising 
.Auencies. .innu.il Kiuveuti<»n. 
St.itl.r Hilton Hotel, Clevelaiul 
(20 1 

National Acadeiii\ of lelcMsiou 
.Arts and .Sciences, dinner. Hilton 
llMtrl. \. u ^..rk i22i 

International Radio 6c Television 
Society, six*fial projects lunch- 
eon, \\'aldorf-.\stori.i. New York 
(27l; newsmaker luncheon, guest 
is W. .-\\(rell llarriman. Hotel 
Roosevelt, New York (20) 




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, OS. Television Division • 666 Fifth Avenue. New York 19,N.Y. • Circle 6-1000 




>^8fej,i- -'^'SSPKy, 



\^ 



''•»^. 



puzzle: 
Do VJe Speak Your Language? 

■W- Tucked away in a remote corner of Washington, inaccessible to everything except 

;■ WMAL-TV's signal* and the CIA, is a language school for Peace Corps candidates. 

• In this polyglot ivory tower, pandemonium reigns. Though each student knows 
two foreign languages, in the fine old tradition of government classification none 
has been assigned to a country whose language he speaks. Nor do any two SDeak 

: the same two languages. The languages: French, Spanish, German, Dutch, Arabic, 

■ Turkish. We'll call each man by the name of the language he's studying. 

Mr. Spanish speaks Dutch and German. One of his colleagues speaks Dutch and 
Arabic. Mr. French and Mr. Dutch speak Arabic, German, Turkish and Spanish 
between them. Both the men studying the languages spoken by Mr. Dutch speak 
French. What were the two foreign languages spoken by the man studying Turkish? 
Talk turkey to us. Reward follows. 

*WMAL-TV reaches Washington's remotest corners with balanced 

'■ programming calculated to reach buyers for your clients' products. 

Fourteen great new ABC-TV shows, more than 28 hours of new 

• local programming each week, spark our happy new TV viewing 
year. Acclaimed by young and old, firm and infirm, critic and claque 
alike. Inquiries invited by Harrington, Righter & Parsons, Inc. 



I 



Puzzle adaptation courtesy Dover Publications, New York 14, N. Y. 
Address answers to: Puzzle ^85, WMAL-TV, Washington 8, D. C. 



dbd 



wmal-tv _ 

Evening Star Broadcasting Company 
WASHINGTON, D. C. 

Represented by: HARRL\'GTO>J. RIGHTER & PARSONS. Inc. 

Affiliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. 






"SPONSOR-SCOPE 



14 (XrrOBF.H 19H.J 



Intopralalieo and commentarr 
on oMMt rignificaiil lv/r»dio 
and fnarkrtitiK ocwi of tb« w«ak 



It's confirmed, special counsel Howze, is not committed to "rating ranges." 

l>ii.st wt'ci^, >j)(m.s()i->(()pc rcpoitcd lliat (.liailcs i'. How/.c. Jr., .>»j>f«jal <-<)un»<*l 
to the Hou.se Invi'stigations Sulnommitlce, was having re.>>f rvalions alx)Ul exprf>!»ing 
ratings in terms of ranges (see 7 Octol>er, 1963). 

More recently, Howze told SPONSOR'5 Washington Bureau chief Mildred Hall 
that the idea of ranges "is easy to understand, and .ho raught on fast." hut it has 
serious Haws and Howze would like most "to change the format of rating reports to 
dramatize the fact of statistical variance, and thus avoid making rating figureit 
'godlike'." 



Watch for this new trend in syndicated program buys: long-range stockpiling. 

Sample buy: WXYZ-TV, Detroit has signed for The Rifleman reruns (168 
episodes) from Four Star Distribution Corp. The series won't start on the Detroit 
ABC TV outlet, however, until Januarv. 196.^. 

This is the first buy of such extreme long range at Kour Star, although the 
syndication arm of the Hollywood production firm has had several sales which won't 
start as on-air series until the fall of 196'!. 

Reason for the Vi XVZ-TV buy: Currently, there's a lot of rerun produ«-t on 
the market. However, the long-range outlook for in-depth rerun packages, which 
can be "stripped,' is not as good. WXYZ-TV has chosen to project a strong package 
on a long-range basis. Furthermore, you're likely to see more of such buys. 



Mars Candy is once more a radio advertiser, via a Stan Freberg national campaign. 

The candy firm uncorked a new network-and-spot radio promotion on 6 
October, marking the first time the Chicago confectioner has spon.sored a major 
radio drive since the days of (remember?) Dr. I. Q. 

Stan Freberg of Freberg Ltd. created the commercials for Mars, Inc. as one 
of several fall radio promotions assigned to the Hollywood production firm (for 
more news of Stan Frelierg, see profile, this issue, p. 31 ). 



One of the newest rep firms, specializing in fm stations, keeps growing. 

Roger C^oirm.iti liu.. ((iiisiillanl and up. imw 1ki> i>lii<f« in N'\- ^ ork. (.hicago, 
Detroit, Mineapolis and San Franci.sco. 

His firm, RCI, now reps over 20 stations in major fm markets and also acts as 
a source of program information, nnisic-show ideas and radio packages. His plans 
include operations in stereo fm. 



AFTRA contract proposals for radio are provoking strong industry comments. 

One major market radio station head sees talent costs rises (sponsor, 30 
September) as much as $60,(XX) yearly for his station alone as a result. 

When it comes to radio spot campaigns, sources believe proposals will result 
in smaller markets being cut out of schedules, and will reduce amount of talent used 
in any radio commercial. 

One fear often voiced is that negotiations will concentrate on t\. \Mth radio 
provisions getting only superficial considerations, and breezing through virtually 
unchanged. 

13 



'SPONSOR-SCOPE 



14 OCTOBER 1963 



Selling an information-type network tv show still isn't easy, despite strong ratings. 

CBS TV's new children's program. Do You Know, went unsold on the network 
when it premiered last Saturday, Devoted to combined learning-entertainment, the 
show will cover such topics as the sea, Indians, aviation, meteorology, etc., relying 
on books selected for the program by the American Library Association. Despite 
good ratings for network Saturdays, and gross cost of $8,300 per broadcast 
takers. 



no 



An interesting network ratings race is taking place in Saturday daytime tv. 

Most recent Nielsen Multi-Network data shows CBS TV with an average 7.0 
rating from 10:30 a.m. to 1 :30 p.m., Saturdays. 

In the two weeks ended 29 September, Nielsen figures showed ABC TV slightly 
ahead with a 7.5 rating, with NBC TV at 3.5, for the Saturday period. 



Mixed emotions can develop when a station encourages the audience to phone. 

While KALO, Little Rock is proud of the results of its station promotions, 
Southwestern Bell thinks otherwise. Following a recently successful phone cam- 
paign. Bell's district manager asked the station to have additional phone lines 
or, "give us your assurance that your telephone solicitations will stop immediately." 
Promotion in question "caused a very serious blockage of switching equipment." 



Tv film exporters are pressuring again to end those program-buying quotas in Britain. 

The TV Program Export Association's president, John G. McCarthy, has 
called for "immediate, strong and agressive assistance" from Washington in 
getting a better deal for U.S. program product in "what should be one of its most 
successful foreign markets." 

There has long been (thanks to British unions and film makers) a quota of 
only 14% for "foreign" (including U.S.) tv film product in British commercial tv. 
BBC's quota, actual although unofficial, is even tighter, and works out to about 10%. 

In both commercial and unsponsored tv in Britain, U.S. film shows that do get 
on the air invariably win choice ratings and time periods. As McCarthy sees it, 
the opening of the second BBC network next spring may spell "a greater receptivity 
on the part of British program contractors to buy foreign, and particularly U.S., 
programs." 



On-the-job experience while in college is fast creating new admen. 

The Baruch School of Business and Public Administration at New York's 
tough, no-tuition City College has had some 600 graduates participating in a "co- 
op" educational system whereby they work for large ad agencies or p.r. firms 
while still in college. 

More than 50% of them have been offered full-time employment with the 
co-op company upon graduation. The program is now in its 16th year. Students 
work at least 20 hours each week for minimum compensation of $1.50 per hour. 



14 




Top Draw 



14 exploitable new features! The TOP DRAW GROUP! 

An exciting package of truly adult entertainment for television. 



THE HEAD y..at)o!ical Science Fiction 
MAN IN THE MOON - Hilarious 

Astronaut Comedy 
SECRETS OF THE NAZI 

CRIMINALS. rPtfp 

THE BATTLE OF STALINGRAD 

Revealing Docun^entai . 
THE CASE OF DR. LAURENT 

Shocking Medical Drama 
NUDE IN A WHITE CAR 

THE LOVEMAKER- Tender Love Story 
POOR BUT BEAUTIFUL - Teen-Age 



ROCKET FROM CALABUCH 

THE TAILORS MAID Zomedy 

:jgn Rk : 
AND THE WILD, WILD WOMEN - 

Womens Prison Drama 
THE PASSION OF SLOW FIRE 

THE SAVAGE EYE - Shocking Expose 

CLOSE-UP 

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Also ask atxHJt Trans-Lux's *'AWARD 
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"LA STRADA." 



TRANS LUX TELEVISION CORPORATION 



'555 FIFTH 



Letters to the Editor 



{ 



President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 

Secretary-Treasurer 
Elaine Couper Glenn 

EDITORIAL 

Editor 
Robert M. Grebe 

Executive Editor 
Charles Sinclair 

Senior Editor 
H. Wiiliam Falk 

Art Editor 
John Brand 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 
NIki Kalish 
Jacqueline Eagle 
Diane Halbert 

Copy Editor 
Tom Fitzsimmons 

Assistant Editor 
Susan Shapiro 

Washington News Bureau 
Mildred Hall 

ADVERTISING 

Southern Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Mid-East Manager 
John C.Smith 

Northeast Manager 
Gardner A. Phinney 

Production Manager 
Mary Lou Ponsetl 

Sales Secretary 
Mrs. Lydia D. Cockertlle 

CIRCULATION 



Manager 
Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Gloria Streppone 
Mrs. Lillian Berkof 

ADMINISTRATIVE 



Assistant to the Publisher 
Charles L. Nash 

Acconiitinn 

Mrs. Syd Guttman 
Mrs. Rose Alexander 

f.cncral Scr\ ices 

George Becker 
Madeline Camarda 
Michael Crocco 
Dorothy Van Leuven 
H. Ame Babcock 



NEWSPAPERMAN SPE.\KS UP 

It wasn't too far back that I read an 
article in your magazine which attacked 
newspapers for their use of research 
against television. 

Now, in the 23 September issue of 
SPONSOR I read an article by James Lan- 
don, research director of \VJXT in Jack- 
sonville, Fla., in which Mr. Landon makes 
a big case for tv at the expense of the 
newspapers. 

This, of course, is a popular and par- 
donable pastime for tv salesmen and 
others. 

Even allowing for the fact tliat sponsor 
is, of course, a magazine for broadcasting, 
I am surprised that you would give so 
much attention to such an old anti-news- 
paper approach and that you would over- 
look such an illogical argument as Mr. 
Landon used in his essa%'. 

No sound-minded, reasonable man — 
working for newspapers or whatever — 
would attempt to prove that tv is not a 
good medium. It is, of course, but is still 
is of this earth and it does ha\c weakness 
as every mediiun has. 

But how fair or logical it is for Mr. 
Landon to use Starch readership of ads — 
which are a somewhat exact measurement 
of readership — with a Nielsen rating of 
viewers and try to prove how much bet- 
ter tv delivery of exposure is than news- 
liapers. 

If ever there was a clear example of the 
famed "apples and oranges" comparison, 
this is it! 

We would like to have Mr. Landon 
write about the number of his 131,000 
adidt viewers who said they actually saw 
a station break commercial and remem- 
bered the product or the sponsor. 

This, I think would make much more 
interesting and far more logical reading 
than his argument based on actual 
readership of ads vs. a Nielsen figure on 
total adults. 

T will go further and offer you some 
research which deals with the very com- 
parison Mr. Landon wrote about — the 
comparison of the exposure opportunit>' 
offered by newspapers and television. 

Your readers, including Mr. Landon, 
would find it very stimulating, I think, 
also objective and we hope not unfair, 
either. 

John H. Murphy 

executi\e director 

Texas Dail\- Newspaper Assn. 

Houston 

^ Editor'.': note: Offer accepted 



THE CASE OF BITER GETTING BIT 

The article which appeared in spon- 
sor's 2 September edition, containing 
the gripes of Mr. Edward C. Ball, direc- 



16 



tor of advertising for Miller Beer, 
been eating at my innards for some time 
now. To tliis date, no one seems to 
concerned enough to deliver any kind 
an answer. Although I have never hcei 
a network employee, I feel that it l)e 
hooves someone in the industry to niak 
somewhat of an answer. 

For 10 \ears or more, Mr. Happ 
Tenant lived in a beautiful modem apart 
inent. He paid a modest annual rents 
and the landlord kept his apartment i 
beautiful condition. Every two yean 
in accordance with the whims of Mn 
Happy Tenant the apartment was com 
pletely redecorated. The plumbing neve 
had a chance to break down. The e% 
tenuinators kept it nice and bug fr« 
Since the apartment was only a shoi 
distance from Mr. Happy Tenant's biisi 
ness, he could come home for meals m- 
he could save carfare. In short, every 
thing was rosy in Mr. Tenant's littl 
world . 

One day, after several of Mrs. Happ 
Tenant's friends had moved into one c 
the new, modem co-op apartments o 
the other side of tov^Ti. Mr. Happy Ter 
ant was prevailed upon to eo the sain 
route. Although Mr. Happy Tenant \v£ 
very content where he had been li\in 
all these years, he joined the rest. 

.\t first, everything was dandy and th 
excitement and glamour replaced tli 
peace and joy of his fomier domicile. Bi 
soon these things began to pall. The e- 
pense of maintenance and keeping u 
with the Jones's became a source of i 
ritation to our fomier Happy Tenant. 
a visit to his original happy home \ 
found his landlord had suffered econom 
destruction. The whole neighborhood wi 
run down. The building, almost a slur 
The landlord was hanpv to talk to ar 
prospective tenant, even if he's one i 
those that rushed off and left him. 

So Mr. Happ>- Tenant leased back h 
old apartment at much less than b 
former rental. The landlord promises { 
kinds of improvements to the man wl 
bit him once before. But in his heart tl 
landlord resoKes that if things ever g 
uood for him again, he will rememh 
the ones that left him and make the 
pay the full value of being his tenant 
So it came to pass that those advertise 
that deserted the radio air wavers f 
the glamour of television have come 
realize that the old landlord, radio, pr 
\ided a healthy, happy and prospero 
home. 

1. for one, can't see what Mr. Edwa 
Ball or other advertisers ha\ e to conipla 
about. It's merelv a case of l)iter cettii 
bit. 

Harold A. Lev 

account executi 

WINT; Bad 

Miami. Flori' 

SPONSOR 14 ocTOBFR l!>t 




WE'VE GOT 
AWAY 
WITH 
WOMEN 



Big changes for Fall' A great 
new WJBKTV season is born 
and thriving, with daytime pro- 
gramming our big women's 
audience likes better than ever. 
From secondcupof-coffee time 
through the dinner hour, we cap- 
tivate the ladies with the 
Morning Show, 9 to 10.30 am, 
Hennesey. 2:30 to 3 p.m., the 
Early Show. 4:30 to 5:55 p.m . a 
full hour of news from 6 to 7 p.m.. 
plus great new syndicated shows 
and thebesf of CBS. Very defin- 
itely, WJBK-TVs your baby to 
sell the big-buying 18 to 39 year 
old gals in the booming 5th Mar- 
ket. Call your STS man for avails. 



^li.. 



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Mll.W \l KKK 
Win l\ 



Cl.hVKLWI) 

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COMMERCIAL 
CRITIQUE 



Trends, techniques new 
styles in radio/tv 
commercials are evaluated 
b> industr>- leaders 



DOWN WITH 
THE SUPER 



JAMES N. HARVEY 
president and creative director 
Richard K. Manoff, Inc. 




JAMES N. HARVEY joined Rich- 
ard K. Manoff in 1959 after ser- 
vice with McCann-Erickson and 
earlier with Young & Rubicam. 
Primarily a packafied-Roods agency, 
Manoff bills twelve million dollars 
annually, the bulk of it in television 



THERE is a new breed of television 
commercial flashing across the 
home screens these days, and its 
technique is enough to make an 
old-time copywriter reverse polar- 
ity in his grave. I speak of the 
ultra - soft - sell announcement, in 
which the sell has become so soft 
as to be no sell at all. In fact, the 
result is no longer even a commer- 
cial. It is a non-commercial, and I 
suspect it was written by a non- 
writer. 

The type is easily recognized. 

In one, a little boy wanders 
through a forest glen, sun dappling 
his brow and breeze stirring his 
locks, while the music is wistful and 
the announcer talks like Mark 
Twain recalling the joys of child- 
hood past. The scene is fraught witli 
realism, as the kid yawns and stvnn- 
bles along, picking his tiny nose en- 
dearingly. At the close there is a 
(^uick shot of a box of cookies and a 
quiet, rather embarrassed mum- 
bling of the brand name. If the 
viewer was able to brush the tear 
from his eye and cock an ear to- 
ward the set in time, he might even 
know what product he was expect- 
ed to rush out and bu\ . And if he 
missed that part, so wliat? It's art. 
isn't it? Maybe. But it isn't a com- 
mercial. 

Another features humor. Natural- 
1\ it's animated, so that ever>bod\ 
will know it s funn\ . The principals 
are a pair of formless cretins who 
exchange hilarious witticisms for 
awhile (a long while, it seems), 
and then there is an incidental ref- 
erence to a brand of beer. Knd of 
spot. Or joke. 

The variations are endless, ap- 
pearing in what seems an open- 
ended contest whose object is to sec- 
how far awa\' a commercial can get 
from that unspeakable subject, the 
product, or even more revolting, the 
business of selling it. 

I refer \-ou to paragraph one. The 
new breed of coinnicrcial. tlie non- 



commercial, is the ott-spring of tin 
new breed of writer — the non 
writer. And of the non art-directo 
and the non-producer. It would ap 
pear that these are people to when 
advertising is a crass occupatioi 
with which they are only temporari 
ly associated while on their way t' 
writing the great American novel o 
directing a Broadway smash. S' 
while they are with this grubb 
business, they can at least sho\ 
their contempt for it, and at th 
same time help to purge it of it 
materialistic aspects. 

What has gi\en rise to these non 
advertising people in the advertis 
ing business? There are two princ 
pal factors, I believe. The first i 
that many clients have become s 
sensitive to adverse criticism of paj 
abuses that they are willing to ben 
over backward to be inoffensivt 
and in the bending become ineffec 
tual as well. The second is that th 
non-advertising people reproduc 
themselves, like amoebae. They e^ 
change kudos, applaud each other 
genius, and build the cult th. 
judges the qualitx- of advertisin 
only b\' its ability to charm, t 
amuse, or to entertain, avoiding lik 
dengue fever the question > 
whether it is effective. 

Does all this mean that I fa\> 
the shouting pitch, or endless repi 
tition of the proposition, or a 
ulcer's eye-\iew of the inside > 
somebod\'s stomach? It does nc 
But I do beliexe that it is not onl 
possible but highly desirable t 
make ct)mmercials that combine f; 
\()rable emotional impact with 
sound, persuasive selling idea - 
commercials that bring forth 
smile or a chuckle or a warm glc 
just as quickh as the \apid kirn 
but also leave the audience with 
cogent reason to buy the produc 
These commercials not onl\ \vi 
friends but win sales too. And th« 
— except for non-ad\ertisers — 
the point of the game. ^ 



18 



SPONSOR 1 1 OCTOBER 196 



Judge TV 

picture quality 
here 

and you II be 
fooled ! 



View it on a tv tube and you'll 
';ee why today's best-selling pictures 
are on Scotch brand Video Tape 

I fall into the "April Fool" trap of viewing tilmcd tvcom- 

^lals on a movie screen in your conference room! The onlv 

ible screening is by closed circuit that reproduces the film 

• tv monitor. Then you know for sure how your message is 

ng through to the home audience. 

'>^ hen you put your commercial on "Scotch" Video Tape 

i view it on a tv monitor, you view things as they rcallv 

-.ir. Np rose<olored glasses make the picture seem better 



I 






ONSOR 1 4 »M loiiiK MK.-i 



than it will actually be. No optical-to-clcctronK; trdnslaiion 
takes the bloom from your commercial or show. Every single 
image on the tape is completely compatible with the tv tube 
in the viewer's home. 

> ou"\e just completed a commercial you think is a winner? 
Then ask your tv-produccr to show it on a tv monitor, sidc- 
by-side with a video tape. Compare the live-action impact and 
compatibility that "Scorcn" Video Tape offers agcnc)c\. .ul 
vertiscrs, producers, svndicalors. Not to mention • 
button case in creating special effects, immediate pla> 
either black and while or color. Write for a free brochure 
"Techniques of Editing Video Tape". 3Vt Magnetic PrinJucts 
Division. Dcpt MC K-5v St Paul 1^. Minn 



niagnetic Products Division ^JErU 



19 




Sell t:hem insurance? Not: on your life! 



You know who buys the insurance. Dad. And if you 
want to buttonhole dad in IndianapoHs, concen- 
trate on WFBM. Honestly, it's the best policy. For 
we concentrate on reaching adults with your sales 



message. All our broadcast features are pointedly 
programmed to adult tastes . . . calculated to please 
the people who do the real buying in Indianapolis 
Isn't that the kind of coverage .\oi/ want? 



Put your advertising where the money is! 

WFBM RADIO 



I 



TIME 
LIFE 

BROADCAST 



REPRESENTED NATIONALLY BY THE KATZ AGENCY 



5000 WAT T S 



SPONSOR I i ()rf«i/><f Hiai 



Lush CKiristmas 
trim on tv's showcase 

Stocking promises to be crcimmecl 
NA/ith Yuletlde gift dollars this year 



Willi K most iicKiTtisers put "Do 
\i)t Ojx'ii Hclori' . . ." stickers 
on tlii'ir Christinas-srason proni)- 
tioual plans, somt' of tlicin don't 
niiiul hinting, and it is possi])lc to 
spot some of tlic H]63 holiday hiisi- 
iirss in acKanci". Tlir l)iiinprr crop 
of discretionary-dollar products 
which will he airsold. even as Santa 
ami the ehes no on overtime work 
shifts, testifies hofh as to mamitac- 
turers' faith in the consumer mar- 
ket, and in an ad medium — televi- 
sion — that has shown it can turn 
class luxuries into mass needs 



From flu- \u\\ point ot nitwork 
and spot t\ e\ecuti\fs. it looks as 
llioiiiih tliis year's t\ indiistr) stcnk- 
iiiU uill Ixild some nice, plump hill- 
inns surprises. SiX'cific merchandi.st* 
alread\ liiieil up for ('hristmas- 
sfason airselhui* raiiues o\er tin- lis! 
of predictahh's from fancy confec- 
tions to |>ower toothhrushes, antl 
from imported |MTfumes to iv)rt- 
ahle t\ sets. 

.A preliminar\ check justifies 
siinar])lum dreams for just aliouf 
cNcryone in television time-sellini;. 
l^iHimis for tin- fourth-<pi.irt« r nifl- 



CBS TV's 4<ity show 



Here they come 
in sales parades 
for holiday season 




Macys event on NBC TV 



IM 



selling season will be something be- 
tween a third and a half of the 
year's business, and national bill- 
ings alone could reach $60 million 
for gifts in October-November-De- 
cember this year. 

Television, of course, is tied to, 
and helps motivate, an annually 
improved national retail curve that 
took a dramatic 7% uplift last year, 
according to Census Bureau reports 
on total retail sales. 

In 1959, a billion-dollar billing 
year for television, total retail sales 
were $215.4 billion. Since then, they 
have climbed to $240 billion last 
year, a point where television was 
well on its way to its second annual 
billion (see table). 

Biggest four weeks 

Of last year's all-retail total, the 
Christmas-season quarter account- 
ed for well over a fourth annual por- 
tion. Certain gift items in the foiT 
weeks leading up to 25 December 
were totaled for an $8.15 billion 
gift market last year in a study by 
Tie-Tie gift wrapping firm, but the 
figure underestimates total gift 
scope both in point of time and 
sales in such significant non-depart- 
ment-store marts as discount and 
variety houses. 

Of television's national fourth- 
quarter sales revenue, toys alone 
are likely to account for a fourth, 
probably falling somewhere be- 
tween $15-20 million gross, ac- 
counting for half or more of this 
vear's anticipated tov tv budget of 
$25-30 million. 

Other big gift customers include 
toiletries, who could invest $40 mil- 
lion or more this fourth quarter, 
and jewelry-cameras, which could 
run some few millions in billings. 

Among the important gift adver- 
tisers on the air, toys and perfumes 
both race to do half to three-fourths 
of their year's business in the last 
quarter. An indicator of toy pros- 
pects is that 50 companies now 
decorate the tv tree, with nearly 
150 comiuercials reviewed this fall 
by NAB's New York Code people. 

While Toy Manufacturers of the 
U.S.A. quit estimating annual totals 
after putting 19(-)() sales at $1.7 
billion, business in the intervening 
years points to a steadily enhanced 
total. The as.sociation stopped try- 
ing to estimate sales bi-cause price- 
cutting made it hard to figure. 

Fragrances reached a $154 mil- 



CHRISTMAS IN THE SALES YEAR 

Retails Sales in $ Billions 

1963 est.* 1982 1981 1960 1959 



240 



234.5 



218.8 



219.5 



215.4 



4th Quarter 




66.0 65.3 60.9 59.1 


58.1 


Gift Month— Certain Items in 4 Weel^s Preceding Dec. 25 




8.3 8.15 8.05 7.7 


7.3 



Television Sales in $ Billions 

1963 est.* 1962 1961 1960 



1959 



1.37 



Sources: 17. S. Bureau of the Census, gift market survey by Tie-Tie Div. 
of Chicago Printed String Co., FCC 



•sponsor estimates 



lion annual sales level last >ear 
with a national tv budget between 
five and six million dollars. Now 
new scents are sniffing at the Iv 
trails of Lanvin and Chanel (Lan- 
vin put more than half of its spot 
million into the fourth quarter last 
year, and Chanel with distributors 
spent nearly all their $689,480 year's 
spot total then. 

Merchandise that decorates the 
national economic tree this time of 
year shows last year's baubles re- 
flected in current tv advertising. 
Electric housewares were selling at 
a "dizzying pace" four days before 
Christmas last year. Dun & Brad- 
street reported in its Trade Review 
at the time. Hairdryers and can 
openers also were leading gift 
items, while defrosters, tooth- 
brushes, percolators, toasters, tv 
sets (especially portable), and tran- 
sistor radios also were prominent in 
Santa's pack. 

Electric razors compete hotly at 
Christmas for an estimated $8 mil- 
lion in annual sales. One survey 
last year found that women want 
dresses most as gifts, with watches 
and rings tied for second and third 
phice. Men like .shirts and other ap- 
parel, according to Tie-Tie, with 



cameras, tv, radio and phonograp 
equipment also on the Santa lii 
(The same conservative survey la 
year predicted an average fami' 
investment of $163 for Christm.', 
gifts, averaging $5.44 per gift.) 

Time is note 



Gift advertising is under w; 
now, and spot buyers who didi 
mark a September deadUne i 
their calendars for gift availabiliti 
may be out of luck in getting idc 
time openings, according to sal 
representatives. Some little netw r 
time remains still for gift businc 
but while spot possibilities i 
wide, networks seem to be gi\ii 
only minor attention to the Chri- 
mas gift market, probably Ixjcau 
the need for intensive seasi)i 
selling doesn't exist. Appaioni 
there are few gaps to fill, llci' 
the network box score: 

^ ABC T\' reports bookings 
far for these gift customers: In da 
time are Schwayder Bros, (throu 
Gre\) from 1 November to 21 E 
cember on \ arious shows for t 
Samsonite luggage line, and We 
inghouse Electric (Grey) increasi' 
its regular lineup from three tn fi 
shows this month to 21 DeceinV 



I its cordlfss ch-ctric hxttlilmis}). 

(irdrycr, hroiltT-fry piiii, and 

if.iin-and-dr>' iron. In prinu' titnt' 

Polaroid (Doylf Daiir Bt-rn- 

. Ill with partic-ip.itions in st'V«'n 

liitws from tlu' end of Octolx-r 

' roui;h (,'hristinas, Snnhoani 

itt>. Cone & Holding) with scat- 

iTcd niiniitc's troni now nntil 

'Itristnias, Mi'nni'n (Cirry antl War- 

k & Ix'Rler) witli some Decoin- 

icr participations, and a conplc of 

•rc-Ciliristnias ininutfs for ('liant 1 

\iirnian, C'raii; 6c Kuinini'I), Hcm- 

ii;ti)n Hand (Vonni^ & Uubicam) 

,ith a snbstantial participation 

L-hcdulc this month throniih 21 

")t't»'nihor, and I'hilco s spccial-pro- 

s sorios of fonr parts, 10-11 p.m., 

^1 pfrmlHT, ii October, 20 No- 

iIht, .md 10 IX'C'fnihcr (thrnugli 

liDO), covering the world's roy;'l- 

, festivals (ne.xt montli; see pho- 

i\ and Rirls, phis Soviet Woman. 

^pportiinttiea limited 

^ CBS TV has little to note in 

'■ wav of seasonal business, since 

i^httime is 96'"r sold and da\time 

)ld ont. Chanel (NCK) and Shnl- 

■in (Wesley) are participatint^ in 

iir and five-night shows next 

•tth, and probabK' there will 

'lade-offs between gifts and reg- 

l.ir sponsors, as yet nnrec^orded. 

itain Kangaroo's Thanksiiivin'j. 

ulc Jubilee highlighting depart- 

iit-store parades in fonr cities 

^ November, 10-11:30 a.m.) is a 

onal availability but had not 

II sold last week. 

► \HC T\' opens the gift season 

color with the a.m. Macy's 

'tanksaiviiii:. Day Parade, imdcr- 

ritten by CcHnlyear (Young & 

Mcam), M&M's candies (Ted 

us) and Hemeo toys (Webb). 

istman K(Klak ( J. Walter Thomp- 

will offer The World's Creat- 

^hownian about Cecil B. De- 

ille 1 Deceml>er at 8:30-10 p.m. 

S. Time for Timex watches 

\ anvick \- Legler) sponsors .A/r. 

^oo's (.hirsfwa.s Carol 13 De- 

:iber. 7:.3()-S:.30. Two of Hall- 

>rk Cards' (FC&B) six Hall of 

lie dramas this year fall within 

season. "The Tempest" on 20 

■'her and "A Cry of .\ngeles" on 

necemlxT. eacli with W min- 

^ prim«> rvmning time. Daytime 

<rs include Shulton (Wesley) 

.» half do/en shows in Septem- 

and October. In Christmas week 

'Jittime. NBC's holidav trade- 



m.irk, .\in(dd and the \i«/if \'i,Ti- 
tors. go«s on again for the llfh 
year, entireK' restaged in cf)lor but 
still uns( hc(lnl<-d and unsold. 

Skinuning o\rr the crowd of gifts 
in sjiot t\, it is obvious that fra- 
grance makers li.i\r read the hand- 
v\rifing on the wall by Chanel and 
I.aiuin and are eager to use the tv 
techniciue to write up records of 
their own. In the wake of electric- 
ra/or successes by N'oreico, H»iu- 
ington, Schick, and Sunlx-am, a host 
of aids for top-to-toe grooming are 
coming out of the factory cnto the 
li\ ing room screen. Cift appliances, 
of course, don't stop at the dressing 
room but march through the hou.se 
into living room, kitchen, and be- 
\()ncl. 

Joining the razor-appliance com- 
petition in holiday sj>ot are electric 
shoe polishers, hair dryers, and 
toothbrushc-s, as illustrated by the 
rapidK di\«>rsifying Ronson. I'ou- 
sons holiday gift campaign breaks 
this week in some 60 markets for 
.1 dozen products. They include, be- 
sides the older lighter-and-lighter- 
accessory line (handled by Doyle 
Dane Bernbach), shavers for men 
and wonK'u, Kscort hair dryer, elec- 
tric sho«' polisher, electric tooth- 
brush, the C^an-Do kitchen unit that 
opens cans, mixes, sharpens, and 
whips (advertising through Smith 
6c Dorian), not to mention such in- 
novations as btitane gas candles. 

Rnrinii rnzorn 

Most of the dominant names in 
electric razors will show up in !ioli- 
day spot, it's safe to assume, al- 
though campaign plans are "classi- 
tied." Norelco (through C. J. L.i- 
RcK-he) isn't letting up in consoli- 
dating its repf)rted sales lead, and 
Hemington (Young 6c Rubicam) is 
imderstood to Ix* heavily in sjiot in 
an effort to break out ahead. Other 
significant contenders in the razor 
race are Schick (Norman. Craig & 
Kummeb and Sinilx-am (Foofe, 
("one & Belding '. 

In kitchen appliances as in other 
classifications, this holiday season 
is m.irked by tsntative spot tests to 
see if the s(X)t Santa wont do for 
newcomers what he has for others 
in seasons past. The patterns v.iry. 
Among home-appliance regidars in 
spot. Proctor-Silev (through Weiss 
6c Cieller) finds it gets enough 
momentum from a pre-Thanksgiv- 
ing build-up in 50 markets to bring 



in Chrijttmas gift pro<i|Mx.is for n 
and toasters. Dormeyer (Nortii.r 
starts its pre-Christnias push in 
NovemlxT, an<I this year ) ■ .; 

sjjot tv in three top markc t 1- 

dition to network schedules for its 
grill, mixer, and "Ilurri-Hot" appli- 
ances (items on a list of kite h'-n .ip- 
pliantx's, |x>vver fends and h or 
dryer). 

Fragrance advertising in tv spot, 
with Jiearly four fifths of List vr.n's 
billing concentrated in the fourth 
quarter, \s showing possibilities of 
growth as new fragrances jump on 
Ixiard, some of the cosmetics add- 
ing fr.igranct? lines and some of the 
fragrances adding cosmc-tics and 
other toiletry items, including men's 
products. 

L.invin, which has scored on tv 
in seasons past with its Arpege and 
My Sin scents, is lining up its usual 
Christmas sjiot camp.iign (the ac- 
count moved this month to Fcxite. 
Cone 6c Fielding). Chanel (Norman, 
Craig 6c Kummel) won't talk about 
holid.iv plans but is another jH-r- 
fumc- leader that has used .sjxit tv 
to advantage. 

Typical of iK-llwether activity by 
fragrances just Ix'ginning to sniff 
out tv ix)ssibilities is Balenri.ij.» 
(llelitzer, Waring 6c WavTic). For 
the Quadrille scx-nt, Balenciaga will 
test some teasing lO-second f< ". 
mercials that humorously su.; ■ ' 
the prcxlucts romantic possibilities 
with the catchphrase, **SIk? wore 
Quadrille. " If the line does well this 
month and next in two test cities, it 
could Ix* aired in ofhir m.trkifs 
Ix'fore Christmas. 

Candy, cameras. )cw(lrv. In r •. 
appliances, radio, tv, and stereo \. ts 
can be ct)unted on to join depart- 
ment stores and other spot and net- 
work comjx-titors for the gift di>llar 
Ix'twcen now and Christmas. Tlies** 
include at least one that plans 
ahead far enough to biiy time in l!;e 
critical last days of shopp p : 
Candv-Cram (through Cole F: 
Rogow) will \tc around as usual 
(Sponsor, 5 .\ugust 1963) with n^'"- 
utes in SO markets for the four ' 
before C'hristmas. 

In summary, it looks as though 
the Christmas s«'ason c^f 196.3 will 
set new marks in Iwith network and 
spot tv, p.»rticularly the latter. a« to 
Ixjth total billings and " 

variety. It it isn't a Men ' 

under tlie family's holiday lre««, it 
won't he t\ 's fault. ^ 



M 



25 



ADVERTISERS 



Revlon tries spot tv 

for ^special' campaigns, 

no plans for network 

Sanford Buchsbaum, Revlon ad director, has been working on spot tv strategy for year 




RK\ i.o.N, a hea\y network tv spon 
sor, is currently on a spot t 
binge, and there are indications i 
ma\' continue well into '64. Las 
montli tlie cosmetics advertiser be 
gan concentrating on 10- to 13-wee 
campaigns which, in aggregate, wi] 
surpass all of Revlon's spot tv bud 
get for last year. 

Reps were gleeful at the though 
of Revlon turning heavily to spo' 
The advertiser has not been a sig 
nificant user of local spot tv sine 
1959. 

Onl\- a few products will be ad 
vertised during the fourth-quarte 
drive: Top Brass, a men's medica 
ted hairdressing; Fabulash, a wom 
en's exelash product; Esquire sho 
polish, and one or t\vo other co^ 
inetic products. Reportedly, con 
mercials for the different product 
are running on different schedul§| 
beginning and ending at differer 
times. 

Bu\ s include slots for five to 1 
one-minute nighttime announce 
nients per week on stations in eao 
of 50 to 75 top markets. 

Sanford Buchsbaum, director ( 
ad\ ertising for Re\lon, says spot t 
is definiteh' being considered fc 
next year. He indicated that it wj 
still too earl) to firm up spot plan 
On the other hand, no network pre 
grams, which are usually planne 
much farther in advance, have cm 
been discussed seriously. 

The mo\e into spot is for "adde 
llc\ibilit\" and for testing the "su 
cejitibilit}- of certain things." Tl 
hea\y and "special use of spot ' 
are part of a particular stratei 
He\lon has been planning for om 
a year, Buchsbaum admits. 

"The use of so much spot tv 
this tin^e — just before Christmas- 
is coincidental," says Buchsbaui 
"Certain brands will be ad\ertist 
more heavily during pre-holid. 
period as thc\ always ha\e bee 
but the spot strategy we're usii 
could be applied in the spring, sni 
mer or an>' other time." 

Re\lon is turning to spot aft 
three years as a heavy network 
sponsor, mostly on CBS. L.< 
montli. about the sann" time it h 



1 



an tlir spot sclutlulf, U(>\ ion drop- 
••d its li.ilt-s|)<iiis()rsliip of Tlir i'.il 
iilliian Shoir. Tr.uiitioiKilK . flu- 
il\«Ttisri luul l)«Tn a siipportrr of 
i.iiix nctwiirk \ari«t\ slious fc.itiir- 
i:: fop-fliulit st.irs 
III I*M)2. IU\liiii Nptiit .III (Ntiiii.i- 
(I S.')>r().(KK) tor timr .mil talt-iit 
1 lutwiuk l\. .Sp<it t\ . uliicli was 
iiiliiicd III Npiiradic promotions. 
ot oiiK S.^M.M(). \IikIi oI till- spot 
iDiu'V was nsfd lor priKlmts otiur 
111 i-osiiu'tics ( sff chart I. 
Diirinii tin- last frw yrars H»\loii 
its liavi> hft'ii tossfil hatk and 
I til amonu sr\t'ral auriuifs. Crvv 
UtTtisini; lias lu-ld \aning 
iitiiints of thr lU'vlon aifoimt for 
"Mit tlirtv years, now liaiulKs ..I- 
t all of it. Warwick e\- Lt-iih r. 
u li has lu't-n in tharne of somr 
' \ Ion ad\<.'rtising since 1957. was 
ppt'd two months a<io. and Nor- 
I ("raiu (Jic Kiimmi-I. in on tlu' 
( limits for only a \c'ar. will ht 
ippfd ear!\ this winter. 
Huehsl»amn himself was onc-e al- 
! with the a^encA side of the 
mess, lie was acxount super- 
si >r on Hevlon and other accounts 
MBDescO from 1957 to 1959. im- 
' <liatel\ before taking iner as ad 
I tor for the client. 
' lianges in agencies ha\-e notli- 
to do with He\lon's ad\ crtisini: 
' ies eoneernini; the use of 
lia," says Buchsbaum. "It is all 
licated on marketing needs. 
i lie ad director was reluctant to 
■ into specifics. "Ever\b(Kly has 
I e\e on us." he says. "Even 
little companies are out to get 
-t a half-inch lead on our moves." 
'^\ ho are He\Ion's c^nnpetitors in 
• ineticsy .A\tin, with the innumer- 
number of housewives acting 
.dc>snien, is strong. In 1961 the 
pain's net profits were $20.8.5 
' llion. and in 1962. $25,362 mil- 
'i Hevlon netted $12.19 in '61 
$12.99 in '62. 
lic^sebromih- Pond's had a net 
It of $6.;iS in "61 and $7.3 in 
_Ma\ Factor. $4.81 in '61 and 
'7 in '62. Helene Curtis net 
iint;s last year of $2.57 were 
'Ml about one-half million o\er 
' prcNious vear. Helena Rubin- 



stein was also down shi>htl\. last 
\ear lutlini; less than a million 
I la/el Hishop. which lost $7S2.(XI 
in '61 made- a sliuht net uain of $19.- 
S21 last vcar. 

Hevlon. which remains steacK in 
the hiulur ranks, sells priKlucts in 
almost e\cT\ line of cosnietics in- 
cluding face make-up. eye- make-up. 
hair spraxs, hair care prcKliicts, lip- 
stick, li.iir colorint;, sun jirep.ira- 



lions, iragrunces. detKlorants, hand 
lotions. ImhIx lotions, face treat* 
ment creams, nail unplenu-nt.s. 

.\llH-rli>-(advrr. Procter At Gam- 
ble. Hristol-Mycrs. (."cijg.ii. V 
oli\e. and I^-xer Bros.. n 

not c-om|x-titive in c-«>sm<'tic*. give 
He\lon stronu c<im|M-lition in the 
.ireas of hair spravs. deodorants, 
mens liairdrc>ssinus. and hand 

(TIMIIIS ^^ 



Revlon diversified 


spot tv 


spendings last year 


REVLON INC. 




SPOT TV 1962 


Asthmanefrin 




% 3.M0 


Cosmetics 




106.460 
16.410 
11.080 


Delamine Antacid 




Esquire Shoe Polish 




Hi & Dri 




116.950 
1.760 


Living Curl 




OMist Throat Sprav 




4,770 


Perfumes 




49.120 


Pinex Cough Syrup 




21.700 


Top Brass 




63.050 


TOTAL 

Cosmetics, toiletry p 


roducts 


S394.840 
heavy spot category 


COSMETICS & TOILETRIES 




SPOT TV 1962 


Cosmetics 




$12,435,003 


Deodorants 




6.093.000 


Depilatories 




289.000 


Hair Tonics & Shampoos 




18.645.000 


Hand & Face Creams. Loticns 




4.272.0O0 


Home Permanents & Colormg 




7.163.000 


Perfumes. Toilet Waters, etc 




2.591.000 


Razors. Blades 




3.405.000 


Shaving Creams. Lotions, etc 




2.531.000 


Toilet Soaps 




10.723.000 


Miscellaneous 




6.418.000 


TOTAL 




$74 535.000 



S'NSOR 14 ocioHKR IW.-i 



What will happen to cig market 
If ads geared only to adults? 



If tobacco manuhicturcrs continue 
to lessen advertising directed to- 
ward teenagers, and if anti-smoking 
groups continue their campaigns, 
where will the cigarette makers find 
their market in 1973? 

Dr. Emerson Day, president of 
the American Cancer Society's New 
York division, announced last week 
that "smoking education programs 
are most effective when presented 
to younger groups that have not 
firmly established their smoking 
habits." 

In line with this statement, the 
society's New York division has ex- 
panded its school smoking-educa- 
tion program to include elementary 
as well as high schools. 

At the same time cigarette manu- 
facturers have, in large measure, 
canceled advertising schedules in 
college media: school newspapers. 



and radio and tv stations run b\ 
colleges. Also, commercial copy 
has, at least in one instance, actu- 
ally tried to discourage youthful 
smoking: American Tobacco's 
Lucky Strike cigarettes are describ- 
ed as "blended for adult taste" and 
pictured as separating "the men 
from the boys but not from the 
girls." 

Society releases survey 

ACS's New York branch has re- 
leased a study, conducted during 
school cancer-education programs, 
which indicates that smoking-can- 
cer education "pla^s an important 
role" in changing the smoking 
habits of regular cigarette users 
now in their early teens. The stud\ 
states: 

"Programs informing students of 
the link between cigarette smoking 



and lung cancer exerted an imme- 
diate and significant influence or 
their beliefs about the health haz 
ards of smoking." 

Twenty-one per cent of the sniok 
ing students queried, the surve\ 
found, thought they would gi\'e u\ 
cigarette smoking entireh' afte 
they had attended the educatioi 
programs; 40% said they woulc 
smoke less. 

Annual cigarette broadcast ad 
vertising expenditures are currently 
about $160 million, and tv expend!' 
tures alone make up 70% of thi 
tobacco advertiser's total budget 
Cigarette sales total about $6.8 Bil 
lion a year, a high surpassed annu 
ally by new highs. If, however, im 
pressionable }'oungsters are nov 
approached mostly by the anti 
smoking fraternity, how will cisjar 
ette sales fare 10 \ears hence? 



* 



I 



\ 





New study to bridge gap 
for retailers, suppliers 

MHDO ami llif N.iti.in.tl Assn. of 
|'"(1(k1 ill. tins ar»' taking .i sj-rions 
liMik at tilt- c'tiiiiiniinications lai{ 
wliiili is t-osfinu the food indnsfrv 
l)<)lli time .uh\ iiioika 

IJotli lli<- aniMKA ami NAI-'C 

i'4nr that tlu' comiiiimicatioiis 

prohliMii.N that t'\ist ht-twccn rrtailci 

iikI supplier result in lost time. 

1st s.iles. lost prolits, .md iincntorx 

i(l|iistments. A pilot stiicU uhich 

i.(s involved inter\ i«'Nvs In BBDO 

i| selected t»)p-l«*Vfl chain e\een- 

iMs, u.is completed 1 Oitoher 

rliis preliinin.ir\ iii\ f.stiijation es- 

ahlished some basic weaknesses 

I lie communication line and de- 

iiiiine<l the Hrst direction the 

iu<4-ranue study should take. Ini- 

iilK, ht'cause there are problem 

iK.is common to many chains, the 

.tii(l\ will explore tlu- chain of coni- 

iiunication hetut-en the manufac- 

irer and the retail company. Even- 

ii.ilK, it will extend to vertical 

ninmunication within indi\idnal 



loixl chains 

l''i\(- points to he tackled include: 
( 1 ) who in each ret. til or^itni/.!- 
tion or yronp .ipproves a new prinl- 
nct; (2) what information is re- 
ijuired before submission to a re- 
tailer; (.3) what .ir«- the facilities 
.uid arraiiuements for the supplier 
to pr«'sent inform. ition to the ret.ul 
er; (i) hou much time is recjuired 
for evaluation of a proposal; and 
(.5) oflwr inlormation conne(te<l 
with distribution of a new prodiu I 
or promotion. 

Under the .luspices of N.\l*"(.', 
HHDO is curreiitK surveying five 
retiiil oru.uii/iitions on the Kast 
(ioast. (."ooperatinii companies are 
.\cme Markets. Philadelphia; Klin 
["arm ImxhIs. liostoii; rernandes 
Sujiermarkets, .Norton, Mass.. I.ob- 
low, Buffalo; Vt^C Food M.irkefs. 
.Syracuse. The .mency has been 
Ijiven access to new priKluct com- 
mittees, bnxers committet-s, and 
other key personnel within the or- 
i^ani/ations at the operational or 
contact level. Where possible, .i 
new product or .i promotion is be- 



inu fn||owe<l from (he moinrnl il i\ 
preseiited to the retailer until the 
lime it finally Uets into the %lrire. 

Ilie next phase of the pr> '.^f mi 
will include an exp.uided mh-. cv 

of at least MX) chains ihrouL:! I 

the country. BBDO and Wl'C will 
bc-ijin to release results of the siir- 
vi-\ in the Sprini; of |<)6-l. and |»iTl- 

.xlj. illv ill. Il'.lfll'l 

P&G position 'healthy' 

i'r<K-ter 6( (•.utible. (lie louiilixs 
bimjest measured media advertiser, 
reports its business i.s in a "healthv 
position" and is nrowinj» at .i "favor 
.ible rate. 

At the animal stcKkholders" me«-t- 
iny in f !inc innati last week, }'((('• 
boiird ch;iirni.in Neil McKlrov s.ud 
the firm continues to show profit 
Uains as it invests "the earnnms 
neetled to supi^ort the advancement 
of the business." Tlie exjvnse of 
new-pr(Mluct intrtHluction. .iloni; 
with the establishment of busi- 
nesses in new c-ounfries. plant con- 
struction, .md exp.insion into <ither 



\. 




if you were a 



ou-.- L! 



You'd have nine Marconi Mark IV cameras, plus color 
equipment . . . more Marconts under one independent 
TV roof than any place in the world! And, you'd use 
them for network remotes, as portable equipment for 
your two mobile cruisers ... in your three large Com- 
munications Center studios for a myriad ol commer- 
cials, productions, local programming . . . and, some 
times, just for special effects like Chroma Key . . . 
We're prepared to provide this fleet of cameras for 
your peculiar needs — and a competent, richly eipen- 
enced crew available to assure the excellent production 
which your assignment demands. Sort of a Teias 
service for those would be Texans . . . Makes you wish 
you were ... a Texan. 



WFAA-TV 



Tht Quality Ststicn jMving (hr 

ABC C^.inroi 8. Com" 
ce» of 
•d by Ed.. 



k^^-^rr^ M»rk»r 



L 




Travel in tliese? — Never! 



While most advertisers iire 
seeking a "forward - looking" 
image that will show them 
well ahead of their competi- 
tors, two of them which are 
anything but traditionalists 
have taken a long look back 
at their early beginnings to 
show how far they've come. 
One is Ford, whose Tri-Motor 
(above) was one of the most 
famous of the early air trans- 
ports. When it debuted in the 
late '20s, it represented a vast 
improvement over any airliner 
then flying. American Air- 
ways, immediate predecessor 
of American Airlines, oper- 
ated a fleet of the Fords when 
it was the "workhorse of the 
air." The plane in the picture 



was recently purchased — 
again — by American for pres- 
entation to the Smithsonian 
Institution on completion of 
its Air Museum. Below, is a 
compact of 1891, a Peugeot 
that is one of the oldest oper- 
ating autos in the U.S. Owned 
by William Pollock of Potts- 
town, Pa., it operates on hot 
tube ignition and is in perfect 
running order. The first 
French - made Peugeot was 
manufactured in 1889. Four 
years later a Peugeot won the 
world's frst recorded auto 
race, a 79-mile run between 
Paris and Rouen. Today, Peu- 
geot sells two models in the 
American market, the 403 and 
404 automobiles. 



Hi 

I,.! 



MM 




I 



28 



areas of industn', all are "inevitably [ 
incident to growth," he said. 

"We are gratified," McElroy not- 
ed, "that we ha\'e been able over 
iiian\' \ears 'to provide increasing 
profits for our shareholders and at 
the same time pay the investmenti 
cost of staking out future growth. 
Of course, a growing volume of 
business is the basis of future* 
growth." 

Procter 6c Gamble spent some 
S12() million in measured media 
last \ ear — 93% of it in the televi- 
sion field. 

McElroN' re\iewed the status of 
new P&G product entries, all intro- 
duced in the past year. Among 
them are Thrill, a detergent now in 
national distribution; Head & 
Shoulders, a dandruff control sham- 
poo that completed its national in- 
troduction just last week and willi 
begin national advertising within 
the month; Crisco Oil, whose dis- 
tribution is almost completed, and 
White Cloud, a new toilet tissue 
product, currently being distributed 
mainK in the mid-west. 

The P&G chairman reported that 
the acquisition of J. A. Folger Co., 
coffee packing firm, probably 
would be completed before the end [ 
of the year. A formal contract, in 
which P&G will exchange shares of 
common stock for Folger's assets, 
is now being negotiated. 

Eugene N. Beesley, president of 
Eli Lilly & Co., was elected to thei' 
P&G board of directors at the an-i 
nual meeting. Beesley succeeds re-^ 
cently retired Frederick V. Geier, 
executixe committee chairman of 
Cincinnati Milling Machine Co. 

'I 

New ways to sell sought 

"Somewhere on Madison Avenue 
today — maybe it was in New York, 
Chicago or San Francisco, or herC' 
in San Antonio . . . somewhere some 
adxertising people came up with 
some ideas that are going to sell a I 
lot of goods to a lot of people. That 
is the most important thing that > 
new on Madison Avenue today, 
sa\s George C. Castleman, t\' \kr 
president for sales de\elopment at 
Peters. Griffin, Woodward. 

He told the San .Antonio SaK^ 
and Miu-keting Executives Club last 
week that advertising is in the fore- 
front as an aid to keeping the U. S 
strong, and enabling it to meet com- 

SP0NS0R'14 ocroBKR 1963 



J[ 



[« titioii from sarmiis parts of tin- 
I world. 

1 To in.iintain our t'coTiomy an<l 
jkcep it (lyiiamif, "wv must coiitimi- 
jiilly develop new things to inaim- 
|fac-tiir»- . . . new tliinns to sell . . . 
■and lu'w ways to sell the tliinus wt- 
linakf," (-astlt'iiian said. 'Those 
rliiiiijs create new jobs, more pay 
ii\eloix«s, more huyiinj power." 

(iastlfinan told liis andit'iKi- 
li( re is alu.us somi-tliiiiU new and 
lilferent on Madi.son .\vemie: ad- 
ritisim; jH'ople around the couii- 
i\ are .ilways trying to find new 
iiid Ix-tter wa\s to sell. 

Marketing not secondary 
but major cost of business 

III tar too m.iiiN Mistamts. Iiii.hh ial 
i.maueinenf has not \i-t nnder- 

od the full extent and impact of 

evolution of marketini;. Mar- 

inii "H'u need, hut in many cases 

,r not \tt heen liiven. the full 

;iport and know-how that protlue- 

>ii manajiement counts on from 

irpi irate finance." accordinj^ to E. 

\ Kelle\ , \ .p.-ijen. mijr. of the 

mIs Kve Division of General 

hIs. 

\ddressinc the Boston chapter of 

hf Finaiuial K\ecuti\cs Institute. 

vclley said the eNcr-iiureasini; costs 

inarketini» demand the concern 

iinancial manauement. "Market- 

_; no loniier represents a second- 

IV c«)st of doinu husiness . . . Well 
T half the product dollar is 
lit after the product leaves the 

i.ice of m.nuifacture." 
In his speech last week, Kelley 

1 '.;ed the financial executives to 

lit aside "myths" about marketinii. 

iiid work inste.id to develop new 
! better ti-chniciues to help mar- 
iiiii; Mianaiiement." He mentioned 
ur marketing concepts now sur- 
urided In "mvths." "Actiiallv." he 
k1: 

V comfxmy can often determine, 
lore a product is nntioiuiUij vuir- 
'cd, uhcthcr it icill succeed. 
"A conipanii < </n ineasure the ini- 

ict and i(du( of it^> ddverti.tin'j. cx- 
•iditure\. 

Droppim:, prodticts irhicli art 
proj\tal)le ri<iht now is not al- 
ijs the best advised course of ae- 
II. 

iUtttim: market expenses is not 
tcays the uaij to boost profxtabilittj 

•1 lou-voUnne products." 
Kelley charged that financial ex- 



cciitivfs are not "iloinu the creative 
job of fact-findinn and cvuluution 
they can do for marketiiii;. ( Nf.irkrt- 
inu) is not yet offering the kind of 
support and encouragement and 
guidance it off<'rs to otlu-r arcis of 
compain op<>ration " 



kelle) N.ud Hnaniial man 
shoidd not "setund-nurss i 

sions and a( tions of i .. It 

ciUi, he add«-d. offer ,i \far- 

ketin^ lUfds help, and financial 
management is unii|uelv «'<{nip|M-d 
f<) j>ro\ idf if " 




GMBs Lee Emmerich (I) sets shots 



964 Rambler Classic off to flying start 





Crowd extras cheer wagon s night landing Stunt man "guides" car m dress rehearsal 



New way to beat tlie traffic 



.Automobiles, heretofore resigned 
to serviiiii their purposes on terra 
firma. ha\e taken to the air. To in- 
tr»Kluce its 1964 line. .American 
Motors lit»>rally 'flew' the new 
models into the Los .\ngeles In- 
ternational .Airport, while tv cann 
eras recorded the landings for a 
commercial on CBS TS's Danny 
Kaye Show. 

No. .American Motors has not 
•idiKil wings to its cars. Actually, 
tlu- cars were rigced to tall cranes 
•Old flow n" from a height of 40 feet, 
gradually loweretl to the ground to 
give the effect of an airplane liml 
ing. 

The bri<4htly-lit Los Ancelcs Air 
port provided a backdrop for the 
i^ambler landinus. with princip;il 



airport buildings destxTnible in the 
distance as the cars "flew" by. one 
mtxlel after aimther. The cars made 
typical aircraft landinc glides, their 
"Hvinc apparatus" hidden b\ •'• 
night. 

The commercial, prtxhu-etl by 
Cie\er, More\-. Ballard. Bamblcr's 
agency, was filmetl by NIP Produc- 
tions. 

The airi'Hirt arranged to liaxe tati 
runway 7K-2.5L closed to all real 
air traffic from 6 p.m. to 4 a.m. on 
.August 2.1 for the filmini;. 

.American ^ r 

of the Danny a . d 

its first HJ64-introductor\' commer- 
ci..lon2(i ' " ' ' ' ^^t 

is one of 
model-intrtxluction. 



'ONSOR 14 OCTOBtR 1963 



29 




OF THIS RICH 
AGRICULTURAL 
AND INDUSTRIAL 
MARKET 



wiXf^ 



^Rt* 



-TV 



Repre>«nl«d by 



FOR DOMINANT COVERAGE 

OF NORTHERN ILLINOIS and 4t0i(M^ 

SOUTHERN WISCONSIN h-r television, inc. 




WHO'S GOT 
THE AUDIENCE IN 
THE ARK-U-TEX? 



JUST 

GET THE "BOOK" 

(ARB or NSI) 

AND SEE! 



...AND YOU'LL BUY 
THE TOWER OF POWER 





CHANNEL 6 NBC FOR 
SHREVEPORT 



John W. Lynch to ad 
director of Schick Inc. 

General manager of Tresco In- 
dustries since 1962, John W. Lynch 
has been elect- 
ed director of 
advertising for 
Schick Inc. 
Lynch served 
as a cprporate 
sales and mar- 
keting execu- 
tive for U. S. 
Rubber for 
more than 10 
years prior to Lynch 

his post at Tresco. He was sales and 
marketing manager of U. S. Rub- 
ber's passenger tire division and 
before that advertising and sales 
promotion manager of the footwear 
and hosierv division. 



NEWS NOTES 



State Farm follows its star: State 
Farm Mutual Automobile Insurance 
Co., a co-sponsor of the ]ack Benmj 
Program on CBS TV for four years, 
will continue its alternate sponsor- 
ship when Benny's show moves to 
NBC TV next season (sponsor, 30 
September). Agency is Needham, 
Louis & Brorby. Benny's other ad- 
vertisers haven't indicated their in- 
tentions as yet. 

Fruit ad funds grow: Sunkist Grow- 
ers of Los Angeles, in anticipation 
of a bumper crop of navel oranges 
this winter, has upped its adver- 
tising budget considerabh- to slight- 
ly over the $4 million mark, accord- 
ing to Russell Z. EUer, director of 
advertising and marketing. Expen- 
ditures last season were curtailed 
due to freeze damage in Januar>- 
of this year. Sunkist is budgeting 
$2,720,000 to promote the navel 
(winter) and Valencia (summer) 
varieties of oranges. Lemons will 
get a promotion budget of $1,325,- 
250. Also included in the budget 
will be much smaller amounts for 
grapefruit and tangerine promo- 
tions. National advertising gets 
under way in late November via 
Foote, Cone & Belding of Los .\n- 
geles for .\merican consumption 
and thru Leo Burnett agency for 
oranges in Canada. Several parti- 
cipating buys are pending on net- 



work television, aimed mostly at 
children. All lemon advertising will 
be on daytime television and prime 
evening time spots. During the fis- 
cal year ending Nov. 1 Sunkist will 
have spent $450,000 in spot tv. 



NEWSMAKERS 

Harry A. Bullis, former presi- 
dent and chairman of the board of 
General Mills, died after a long ill- 
ness. 

J. W. Keener, president and chief 
executive oflBcer of B. F. Goodrich 
to the board of directors of Camp- 
bell Soup. 

George Beyer, Jr. and Robert E. 
Anderson to merchandising mana- 
gers with Lever Brothers' Personal 
Products Division and Household 
Products Division, respectively. 

WiLLJAM J. CoNNTELLY to mana- 
ger of advertising for Union Car- 
bide's Plastics Division, succeeding 
Robert W. Boggs, who has been 
made manager of the company's 
new marketing services department. 

George B. Reichart (left), ad- 
vertising director for General Cigar, , 
has been elected vice president, and 
assumes the added responsibility (rfl 
the company's Escalante Division. 
Reichart joined the firm in 1936 as 
a salesman. After becoming West 
Coast sales manager in 1951, he be- 
came advertising manager at Gener- 
al Cigar's New York headquarters 
in 1957. The company also an-i 




Reichart 



Armstrong 



nounced that Ralph .\rmstront 
has been appointed marketing man 
ager for the Escalante Division of 
the compan)-. Armstrong, who join- 
ed General Cigar early this year a- 
marketing manager for that com 
pan\ , had previously been associ 
ated with the coinpanx s advertis- 
ing agencv'. Young & Rubicam. 
where he was merchandising execu- 
tive. He will be responsible for 
General Cigars Pavillion at the 
NN'orld's Fair. 



30 



SPONSOR 11 OCTOBFR 1963 




(*\ 





n 



side 




W w^) W W^) 

'{i -ri /-f^i -r-i 


W W^i /fJ 

■f-J. -rv -l-f* 


LKS SINCl.AIli Kxrrntivr Frhtnr 


U. S. A. 



he quiirtet of visiting Y«&R executives walking towanl the lafiililiiig 
Hiite frame house in the 770() hh^ck of Hollywood's Snns«'l Houhnaid 
•ntrasted sharply with the casual. Ivy-styled group of four nieji and 
iree women opening their picnic lunches in the Iree-fdied gardni. In 
I'ir winter-weight dark suits, the Y&R agencymen looked a> uul-ol- 
llace as fur-clad Eskimos strolling along I,a Croisetle at (',anne>. 

One of the pi»-nickers, a tall voung man whose nuind fac«'. crew 
lit, studious glasses and slightly frenetic maimer made him look like 
vounger brother ot Or-on Welles, rose to hi> fe«'l. (larefulK -citing 
wn a container of prune vogurt alongside a fm-ty pla-s i)f carrot 
Hie. he pocketed a hard-hoi led egg and lop«'d o\er to the agencv- 
'Ml, his moltile feature- a->utiiing a (mh)iI Samaritan lt)ok. 
I he senior agencvman acted a- -pokesman. "Sorry to interrupt voiir 
iii( . hut \\c -ccm to in- jo-i. \\ I'rc Idokiiig tor KrelnTg Linutetl. . . 
Ilu' tall picnicker's eyehrow- lifted. He motioned sweepinglv. a 
-ture that included the group under the trees as well as him-elf. 
"l <Mi." he said loftily, in the tones of I.ouis Xl\ indicating Fmi- 
linehleau, ''are looking at Freiberg Limited . . ." 




I 






Seru*-comir "(irrta Staf of Slan Fr*h^rft» 

ItoUvuood-hntrti prr' • •■ — - - 

toncort'-d h\ f'rrhf Th» 

mnllit Intntl-ilr • ' 



SI 




An 18-carat advertising non-conformist, 
Stan Freberg delights in making waves 



STANXEY Victor Freberg, Holly- 
wood's top independent producer 
of "satirical " commercials, frequent- 
ly faces the problem of having an 
out-of-f ocus, enigmatic image in the 
advertising industry. 

He is a highly successful radio-tv 
consultant who believes that a con- 
sultant should be consulted, not 
told what to do. His minuscule, free- 
wheeling production firm does a 
3)500,0{X)-annually business in cus- 
tom-created radio and television 
commercials for some of the indus- 
try's biggest ad agencies, even 
though Freberg himself views ad- 
men such as Ted Bates' Rosser 
Reeves much as Sherlock Holmes 
viewed Professor Moriarty. He has 
a low opinion of much of the shows 
and commercials he sees and hears 
on the air, and voices it with the 
sharp bite of a keen satirist. 

His company motto, Ars Gratia 
Pecuniae, has the venal ring of a 
cash register about it, but he is 
downright soft-hearted (to the 
point of going over-budget on com- 
mercials out of his own pocket) 
when approached by an underdog 
client facing a struggle for existence 
in a competitive society. He is 
viewed by admen and business ex- 
ecutives as being everything from 



the savior of a sagging sales curve 
to being an unpredictable, over- 
priced, nourconformist nut. 

During normal ad-industry work- 
ing hours, Freberg can often be 
found deep in thought at poolside 
at his Spanish-type Beverly Hills 
hacienda (known locally as "Stan 
Simeon"), but he has the vast ner- 
vious energy of the compulsi\e per- 
fectionist, and can still create with 
jet-propelled speed in the midnight 
hours when all around him have 
quietly wilted. 

Air dales are sacred 

He seldom, if ever, misses a dead- 
line, although his fall-winter sched- 
ule is enough to keep several Stan 
Frebergs busy. Included in current 
activities: radio-print renewal on 
Salada Tea for 18 radio commer- 
cials, via Boston's Hoag & Provan- 
die; a renewal of GM offshoot 
Guardian Maintenance for a dozen 
radio commercials, via D. P. Broth- 
er; a renewal on Contadina Tomato 
Paste — Freberg's first big commer- 
cial success — for the seventh Fre- 
berg radio campaign for the food 
company, via Cunningham & 
Walsh, San Francisco; directly- 
placed radio-tv campaigns for Stan- 
lev Kramer's U.\-distributed film. 



"Its A Mad, Mad, Mad, Mad 
VV'orld," and Lakaside To)s' new 
all-ages game, Zominoes; and radio 
and/or tv campaigns, production 
work on which was recently com- 
pleted, for General Mills' Cheerios 
and Mars Candy, via Dancer-Fitz- 
gerald-Sample and Needham, Louis 
& Brorby. He never misses airdates. 

How does Freberg Ltd. manage 
the neat trick of juggling all tliese, 
and other, commercial silver balls 
without dropping tliem? 

Sighs Bill Andresen, general man-i 
ager of Freberg Ltd.: "Stan works* 
best under the pressure of an air 
date. If that date is, say, the 15th 
of October, we work back from it 
to figure how close tlie whole tiling 
can be cut and still do it properly. 
Actually, most of our stuff goes out 
by air express 48 hours before it's 
due to start a broadcast schedule." 

Altliough Freberg prides himself 
on shoestring deadline catches, it'si 
not just a matter of ad-industry i 
grandstanding. Admits Andresen 

"If we wrote a commercial scriptj 
too far in ad\ance, there's always 
tlie chance that a client and agency 
will start picking at it, just to have 
something to do. Stan hates that. 
Our contracts say clients have the 
right onh to make changes to con- 









BILL ANDRESEN: Freberg's Number Two 

Cialm, soft-spoken Bill .\ndresen, general manager of Freberg 
Ltd., is — technically — in charge of lining up new business for 
the firm, among other administrative and production duties. 
Most of the time, Andresen's problem is to turn business away 
without hurting anybody's feelings. Sometimes, he doesn't have 
to sell at all to land a desired account. Recalls .\ndrcsen: "The 
ad manager for Cheerios once heard Stan make a speech in 
Chicago. Two years later, so help me, the> came to us and 
asked for a campaign." .\ndrcsen is a frank admirer of Freberg's 
tenacity and drive, and acts (with Freberg's wife. Donna) as a 
sort of counter-balance for the frenetic energ\ \\ ith which Fre- 
berg is endowed. Freberg's hobbies, according to Andresen: 
"wiuulering through anti(jue shops and men's clothing stores." 



S2 



SPONSOR/ 14 ocTOB^K 1%;^ 



.form to things lik«' m)\rrmiUMit ifi; 
iiihitioDs ami pri)diut acviirat) . 
riit) tail t taiupcr with thf jokes. 
Still, Si. Ill cloi'sn t lakf ilumccs. If a 
rlitiit kiioics tluTcs no time to fool 
iroiind, he d(K*sn"t fool around." 

I'rt'hcru is adamant about work 

iit^ witii a iniuiuiuiu of tin- normal 

I straints upon indfprndi'nt com- 

irial proiluccrs. Like man\ suc- 

nIu! artists, he has a hiyh opinion 

1 iiis own talents and a low regard 

r those ol lun-ol-tlie-mill ereators. 

rfhiTLi's i>riv(ile uar 

111 rare relaxation in his llolK 
Miod olliee — onee an upstairs 
Htlroom in a liome owiied b\ char- 
> ter actress Sara Taft, w iio ap- 
iis (K'easion.iIl\ in Frelier^ eom- 
leial.s — Kreheru had this to sa\ 
t broadcast advertisinn. ereali\il\. 
lid Madison Avenue: 
"It woulil be hard to find a pro 
ssion run nmre In amateurs. Just 
itch commercials on tv for an 
^enin5^ some time. You'll see a 
rliuic of amateur production, di- 
ction and writinu. Instead ot be- 
, dillerent. agencies u.se the same 
.itlK types of commercials for 
irs, for hair sprays, for menthol 
.I.irettes, for deteriii'uts, for all 
lids of products. 

SureK those guys on Madison 
inue don't feel it rctillij commu- 
.ites. it s doinii so In brainwash- 
;. b\ sheer frontal a.ssault. Some 
ncies are literally spending mil- 
is of dollars to crash their way in- 
the cranium, or to strike a respon- 
e chord throiiiih nausea and 

K-k.- 

\s .III .ittcrtlioiuiht. Freberg — 
' lo had beuun striding between a 
I place above which rested a com- 
' fe set of the Tom Swift" hooks 

I a wall almost covered with 
ird pl.upies — voiced what ma\ 

II b(> The Basic FrelxTC Coiu- 
' rci.il Credo: 

I believe its easier to open .i 
T with a ke\ in the lock than to 
1 Uer down the door. The easiest 
^ \ til aain attcMition in commer 



"t<ia>' 



t 



eenos 



TU«*T>B 0»' "•■ 







r . 



^t 




t rlriils ' ( III rrin\ unit >/>>/>.(/li/i(( i/li. /.i/././. \ ^ (.»/ iT i- i;m.i/i. hi./. ./r. i.( iir 

Freberg soft-sell toucli cliarms 
audiences, and gets results 



" (ontadina 




= ftrinlnit\ ri-reii inn frrhirn Irfiilinrnl. Ihillir -^ m m./ I 



^Xl^2&.(^ 



sfHit^ ftnnttrfi t/i/r» 



HALF QUART 

Bubbl^p 



= III liittfiini: ftriuliiils. ii> ilul Kni-srr hnil niul Hiihhie-l'p rommeniul*. trrltrrg't "^-uiil- 






= (W-10 i{i» tiir* recommend 



./><>( /or Chun king m a rUuit of If ao/f fU. 



55 



AU b NC I E5 




Freberg admits to a fee structure that 
"separates the men from the boys" 



cials is through showmanship, not 
gimmicks and cheap sliilhng. 

"People are sick and tired of ad- 
vertising on the air that leers at 
them, or that uses cornball ap- 
proaches hke, 'Say, mother, next 
time washday rolls around . . ." or 
that wears out its welcome like 
the White Tornado. Boy! Talk about 
the Din^ Dong School level of en- 
tertainment! It's a wonder people 
don't just walk over and kick in 
their picture tube. 

"Remember, nobody outside 
agency and client offices reoUy cares 



about products. If you want to com- 
pound the problem, just talk about 
a product ill a dishonest way on the 
air. Word-of-mouth is the most 
powerful, and least expensive ad- 
vertising force in existence. It can 
work for you, or against you. At 
Freberg Limited, everything we do 
is designed to get people to talk 
about the commerciaL and then the 
product." 

Although Freberg Ltd.'s Andresen 
says, "we're not turning down busi- 
ness, but we're not looking for an\ , 
either," a growing list of clients and 



Rescuing ^^underdog" firms 



^ ^ 


«p 


^^H K^^^^^b' ''"^Sk 








( 


IH^fli ^llH 




. .iJ^Hn^ikdl 




1 





There is more ihitii a dash of rominihiic cliimlry iihout Vrebcrfi. the cinnmenial pro- 
ditcer. His jnrorile rnmfxiinns are ihosr in ithirh his off-hi-dt airsetl literally put underdo^: 
sponsors and their prodwls on the sales map. Here. Freberii is seen nith a trio «/ such 
sfwnsors: TOI' I.KI T: Salada Foods Jack Colpitis: lOI' HKillT: Freberg studies Hut- 
ler-i\ut /nickatiing: AHOVK: Chun Kinn's Jeno I'aulucti. who bel Freberg a rick- 
sJiaw ride thai Ins spots uouldnt sell. T/i'v boosted sales 'ii-KKr and Freberg got his ride 



agencies, large and small, regularly 
make the trek to the Sunset Boule- 
\'ard GHQ of Freberg's firm, seek- 
ing his aid on his terms. ("It always 
amazes me that everybody wants 
to talk to me," says Freberg. The 
surprise is genuine; Freberg is sel- 
dom given to false modesty. ) 

Actually Freberg Ltd. has turned 
down business on occasion, usually 
because Freberg doesn't feel he car 
do a job for the account or becQust 
he is not simpatico with the prod- 
uct. Such rejects include Marlborc 
Cigarettes, CarUng and Hamir 
Brewing, and Hollywood Vassarette 
Bras. He is currently "mulling" ai 
offer from Hollywood's Fores. 
Lawn. 

Freberg's terms are, in the opinioi 
of many, fairly stiff. "We alway: 
try a product first," says Freberg 
"If we like it, we will discuss doinj 
it. We won't take a cigarette or j, 
beer account. Also, there's a el 
distinction between Freberg th' 
creator and Freberg the performei 
I seldom appear in commercials, 
and I won't endorse a product i 
merchandising campaigns." 



Traveling first class 

All this is enough to scare off a 
but the most determined would-tl 
clients, who then have another mi f 
jor hurdle to clear: the Frebeii' 
Ltd. fee structure. 

"We've got a fee structiu'e thri 
separates the men from the boys' 
Freberg admits. He general 
charges $1,000 as a 2-hour consult 
tion fee, and $5,000 for what Fr 
berg calls "an anlysis of the sitii 
tion." Freberg feels the latter ta 
which basically allows a prospe 
tive client to take a peek insi> 
Freberg's head, is more than jus 
fied "because the minute I'm < 
posed to a problem I start to sol 
it." Freberg calls this "Pha.se On 

What else does a client get for 1 
five grand? Replies Freberg: ") 
gets eight mimeographed pages, 
simulated leather cover, and t' 
brass brads. He ma\ also get one 

SPONSM, 11 OCTOBER V: 



wo script ideas which, if lunun.1 
iown, revert to Kr«'h«'rii l.iinitetl."* 
Alfhouuli tliis sDimds like a con 
1)1) to rank with seUiiin the Brook- 
vn Bridge or a brass key to Fort 
vno\. a Freheru Ltd. "analysis'" is 
lot .1 roundup of tliouijhts off the 
<il Freberu's erew-cutted head. 

Ke^earchint:' rlit'iil pnthlvnis 

W hen he aiiproaches a new prt)b- 

:ii. he likes to liave on hand as 

i.iiu aspects of the proI)lein as a 

hent can provide — product sales. 

'irporate track record, industr\ 

iiuhnij, metlia histor>, details of 

iuit competitors are doinij. previ- 

is radio-tv advertising, etc. Only 

nil does Freberp feel h(^ can prop- 

l\ evaluate a situation. 

I le is, however, no slave to re- 

iich. which he feels "is onK a 

uie. not a Cod." He"s also a firm 

I lever tbat "tiw) many advertising 

iicies get bogged down in client 

.irch." 

\fter the evaluation is presented 
' clients, the\ can then turn it down 
^liich has happened only once), 
then movj- on to "Phase Two" 
tin new relationship with Fre- 
^ Ltd. 

nder this arrangement, clients 
charged $5.(K)(1 per "unit."" with 
I'h unit being considered as one 
lio or tv commercial, or print ad, 
^ the costs of production. It is. 
iFect, a cost-plus deal in which 
l>erg has control o\er the cre- 
ive processes. 
\Iost of the time we don't get in- 
• ed unless an advertiser is will- 
to commit for at least 10 units. 
S.5(),000 worth,"" says Freberg. 
basic minimum, around Fre- 
.: Ltd.. is considered three units, 
^15,000 worth of fees plus costs, 
ihis sort of pricinc has been 
Avn to WTing loud gr.v/jrcw from 
>unting dep.irtments on the 
nc\ client circuit. Recalls Fre- 
4: '"^<5icH screamed in pain at 
-r $50,000 tab for the original 
I iser Foil air series. The cam- 
1 ign w as desiune<l to force distri- 



Tlie compulsive perfectionist 



J 



i 







B /icn f'rrhprn i> i/i n iliiiiin ^hixtting n It rommerrinl. <i« in ihr nou 
counting \\tnl %pols; or rn ortiinn n rnilin \pttl mdrd h> hn hlnnii uifr. Itonna, and • 
lop slerea vngimer : or rrhrurxinf ihr Hmnha .>»m;»/i«>fn in u prriormanrr i>< i /•>'•<• 
length Hiillrr-^ul rommrn lal flortfMng that \rhra.*k>t rttt. hr Ur«int unri. '. 

Hraiifhl nnri tint n for nothing 1''%% ihnn purr prrlnlion ami lull mnlrol oj nli ■ ■ • 

35 



^ 9-m ^ 




Freberg's specialty is the commercial 
that doesn't seem to sell at all 



bution. It did so, adding 43,000 new 
outlets. We told Y&R: Well, now. 
That works out to just over a dollar 
an outlet, doesn't it?'") 

What goes on inside Stan Fre- 
berg's head when he starts to hatch 
a new campaign is an unmeasure- 
able form of alchemy, but it seems 
to be an intuitive process which has 
its roots — but no more than roots — 
in marketing facts, and is occasion- 
ally colored by Freberg's own emo- 
tional attitude toward clients. 

Freberg is fond of aiding the 
underdog, although he does not like 
the underdog to tell him how to go 
about it. 

Boosts sales up to 40% 

One of his best-known successes is 
for Chun King Corp., whose line in- 
cluded canned Chinese food which 
was going quietly nowhere when 
Freberg concocted a low-pressure 
series of radio, and later tv, com- 
mercials. After Chun King's Jeno 
Paulucci climbed down from the 
wall, upon hearing the first Freberg 
spots ( which, as far as Paulucci was 
concerned, seemed to be selling hot 
dogs rather than Chun King prod- 
ucts), the campaign proceeded to 
boost Chun King sales by 25%, and 
up to 40% in some major markets. 

"Jcno and I had a real fight over 
those commercials," recalls Fre- 
berg. "But I won. Why? Because I 
was right." 

Another aid-the-underdog cru- 
sade by Freberg j^ut Salada Tea 
back in the sales race by way of a 
radio spot campaign which was a 
masterpiece of whimse\' — a picket 
line thrown around the Woburn, 
Mass. plant b\ out-of-work gypsy 
fortune tellers protesting Salada's 
decision to print fortunes on tea- 
bag tags, a contest in which 26,- 
000 guessed the exact number of 
coffee beans in a jar, and first-aid 
instructions on how to use Salada 
tea bags to ease sunburn this past 
summer. 

Not long ago, Salada Foods exec- 
utive v.p. Arthur F. Beeby took a 



36 



look at the Nielsen Index showing =ii 

Salada's sales standing, and wrote | 

Freberg: | 

". . . it clearly demonstrates that | 

your toil and moil on behalf of | 

Salada Iws produced real results. | 

''As you know, before we enlisted | 

your help our business had been | 

fhit. I am happy to be able to tell | 

you that after over two years of | 

'Freberg sell that it is shotving a | 

steady upward trend, and ivhat is | 

really pleasing is that the improve- | 

ment has come on regidor, tion-deal | 

nwrchandise. | 

"Coupled with this, the name | 

'Salada' has been rejuvenated | 

throughout the entire area where | 

we used your artistry (I think in | 

this case 'artistry' is a better tvord | 

than commercials). | 

"The once-wavering infant is | 

showing real signs of lusty growth | 

— another year of your loving care | 

and if should be ready to take on § 

any challenger. | 

"Thought you would like to know | 

you have done an outstanding job." 1 

A current example of Freberg- | 

To-The-Rescue is a tv spot cam- 1 

paign being readied for Lakeside i 

Toys. i 

"They came to me," Freberg re- 1 

calls, "earlier this year, after they 1 

had just had a terrible fire at their f 

plant. Instead of being able to 1 

launch 38 products, they were only 1 

going to be able to bring out one — § 

a game called Zominoes. I advised 1 

them to fight fire with fire, and go 1 

into television." g 

Delayed-action tv sell = 

Freberg, who considers "most toy J 

commercials insipid, suspect and 1 

exaggerated," takes his own ap- 1 

proach in a new commercial series § 

for Zominoes. 1 

For one thing, the film commer- M 

cials are aimed as much at the in- | 

tellig(>nt, sophisticated adult as they 1 

are at children. For another, the 1 

commercial doesn't get around to 1 

talking about the product until the = 

45th second of a one-minute spot. p 



iuagii 



Freberg Speaks, or, 
An Album of Highly 
Personal Opinions 



With the rapier thrust of the trj 
satirist, Stan Freberg has been knoi 
to deflate pomposity and expose sh: 
with record speed. Here is a sampli 
of Frebergisms on a number of topi 

FREBERG IMITATORS: 

'"')0'"i lire terrible. .4 lot oj iidver 
inn agencies are noic attemptin/i him 
commercials in the Freberg Ltd. m 
ner. U hat they don't realize is that > 
just can't create humor by vote." 

HIS MISSION IN LIFE: 

'7f icoiild bo a lot easier for me] 
give in and become just another con 
but someone's got to expose ludicrci 
ness. Ij you don't hold it up to r^ 
cule. it gets uorse and worse." 

STOCK APPROACHES: 

"7/ you ueri' a mother. it«uM .J 
like to hear someone say. 'Say, mo 
next time nvishday rolls around 
The trouble uith advertising, ichicil 
supposed to be a form of commun\ 
tion, is that nobody knows how to ( 
municate." 

TV TALENT UNIONS: 

"They're killing the goose thafsl 
laying the golden egg. They are ft 
ing producers, myself included, toi 
very careful about cast sizes. T\ 
practically clobbered us on one of 
Chun King spot;, for residuals." 

NEW FALL TV SHOWS: 

"/ see nothing rrvoliitioniiry 
doivn the pike. Tv is sitting 
pLiying to a mass audience." 

AD-AGENCY MORALITY: 

"People at ad agencies gel vir\ 
pctitiie and petty and jealous - 
times. They stop thinking ichat i- 
for the product. I've known cases !■ 
an agency tried to horn in on tlv 
of producing commercials, eirn tlu '• 
it meant the commercial uiiiild si '• 
jusi to say they had a hand in it. 



Illlllllllllllllf ) 

SPONSOR 1} OCTOBER 196 




H'VIOR COMMERCIALS: 

-<7fini{ Piisirr to do humor loni- 

\. \ohnilv nsk!t iin\ morr. 'Will 

iiorky' Today , I run point to 

/* of Irnrk rvrords in ibis iirrn. 

ndtorntf humor lonimrn iuls 

■ ry production. Hut they tiill 
»i ■]/» Hork in almost viery caxe." 

II PRODUCTION FIRM: 

' an hiisiiiilly iri'iiliiv consul- 

•I ir p lire not interested in hrconi- 

~" -■-•pr. hi'cnuse qwilily would suf- 

in assrmbh line. IT p are not 

^ interested in becominft iin 

i< V and hiue. in fiut. referred 

V - to nuenries uhen the\ didn't 
• >ne of their oun nlreiuh." 

V EST PANELS: 

■•'It helnie in commercial or 
1 test panels in nhich you ask 

■ •> to criticize. W hat I Irv to 
'> create commerci'ds that not 

li iui nu-ords but sell products and 
•^ 'flillets. let people judge me bv 

'k. It I iloii'l protliice. then 

'" me." 

W^OVED TV 

■ 1I4I like to think tv advertising 
inn better. Hut the nnlv gond 
' ials I see are at nicards shows. 

to find them on the air." 



F! 



illlllllllllilUIIS 



\\ liat N li.ip|)cmii'4 III tlic liiNt 
thr<.'f-(|iiarti"rs of lool.mcy 

W'rII. a hiac k-iloak«'(l liorscinaii. 
liMikinn lik*' Douglas Kairhanks Sr. 
pla\ ini; "Zorro," rides up to flic wall 
of a liii^c Spaiiisli-ts pc limisc. TJic 
riiltr cliMiKiiiiits, ilimhs tin- wall, 
crossi'S a garden, climhs to a bal- 
cony liodrooin where a Ixaiififiil. 
dark-Iiaired seiiorita is eoiiiliiiii; lur 
liair. lie hounds tlironuh the win- 
dow. She screams. He smiles. W ith 
his rapier, he marks a "Z" on the 
wall . . . 

■The Mark of Zorro!" she cries in 
\ast alarm. The rider stiues. "No," 
he remarks inneniionsly, reaching 
under his cloak . . . 

(Where's the .sales message? Is 
l'reher<:, kUUliii':,? Wait, don't go 
tiwaif.) 

"It's the Mark of Zorninoes, ac- 
tually," he explains, w ithdrawinj^ a 
box. "See here . . . it's a hrand-new 
game for children and adults alike. 
The idea is . . ." The girl, mcaii- 
whil(>, is achancing upon the 
masked rider, her eyes gleaming. 

In pure delight she sighs: "Oh, 
\()u darling, you hroiiiiht me Zom- 
inoesl" Clinch, and Pan to product. 

Till- campaign will roll, on the 
air. this fall in major markets. 

Metv religious approach 

Los Angeles-horn Freherg, whose 
father is a Baptist minister (his 
lather, incidentally, performed the 
wedding ceremony hefween .Sf.m 
and his attractive blond wife. Don- 
na, once Frebergs Clirl Frid.iy and 
now his associate pnxlucer). has 
another current c.imp.iiiin of which 
lie is parficuIarK proiiil. 

.Vpproached two years ago b\ the 
I'liited Presl)yterian Church in the 
U.S. Freberg this summer recordtxl 
his first series of reliuious r.idio 
spots. They sell the concept of re- 
ligion much as other Freberg spots 
sell jiroducts — liy indirection and 
with restrained humor. Members (»f 
the chiircli group, at one point, 
were hesitant about having a noted 
satirist prinluce a sjiot series, but 



IrebtTg helped win them over with 
.1 long, thoughtiiil letter which 
stated, in p.irt: 

It is possihlr to rttitli people 
through (itliertisiiifi teitiiout once 
hoUeriii'^ iit them or sintpUf horinn 
lh( III In ihiith. Tiie triek is to ilLs- 
(inn them, through enlcrtaitwicnt 
of some sort. Then, once ijou hare 
(iipliireil their iitUntion, tell them 
uhiit yon hut e to olfer in the siin- 
phst, most entertiiininn tiiiij possi- 
hh-. People tcill rnsh out anil Inn/ 
the jirodnet ont of sheer cratitudc 
if iiothiii'j, eise." 

The l'F(] campaign is sche<lnled 
to go national, in larye radio mar- 
kets, when initial testing in three 
cities is comph-ted. Most «if the 
buying will be in popular-ap|X'al 
deejay shows. Freberg's comment: 
"It's a n«'w and contemporar>' ajv 
proach to tin- problem of the Young 
American who pretends to get along 
just fine with little or no spiritu.il 
element in his lif«'." 

( Footnote for posterity: the pro- 
duction budget for the I'PC] sjvits 
was finally .set at $10,000. Tlie total 
bills passed that figure by $.1,700. 
The differt-nce cam«* ont of Fr«'- 
berg s pocki't. 1 

.Mthough television I(M)ms with 
ever-growing imp<irtance in the 
plans oi most advertising acencies. 
Freberg. whose firm is not an 
agenc\' but obviously has to \->e pre- 
pared to do business with them. 
d(H's about fi(Kr of his c<immercial 
work in radio, and the remaining 
AiV r in tv and otx-asional print. 

".'Vs a nu*dir.m, radio is a real 
challenne," he says. **l lik*- • 
in sound. I lx'li«'ve in the j 
the sjxiken word. I'nfortimately, 
most I'.S. radi«» was kilU>d off in its 
prime. It's a shame, l>ecause radm 
is the theater of the mind. Tl»e sky's 
'.he liniit on creati\ity. 

"BememlH'r. it's the Siimc lo«id- 
speaker Jack Ik-nny and Fr> ' \" 1 
came out of for years. The ; 
in railio is to create ctmimercials 
which c-an hold their own s,md- 
wichi-il in Ix-tween Nelson Bitldle 



and Ella Fitzgerald records. 1 feel 
Madison Avenue is not using radio 
enough, or properly." 

Television, however, looms im- 
portantly in future Freberg plans. 
MCA's Revue has offered him an 
unusual deal for the 1964-65 season 
— 50-50 partnership in a Freberg- 
produced filmed tv series at Revue 
in which Freberg would have com- 
plete creative control of everything 
"including the commercials." If the 
series, which Freberg plans to shoot 
in color, finds a network buyer, it 
will be the first time in tv history 
that a producer has packaged a 
show and all its commercials. 

The series, according to Freberg, 
will be a "situationless comedy," 
and will be limited "only by m>' 
imagination and by network conti- 
nuity acceptance departments." 
Length? "Maybe it will be 40 min- 
utes long," says Freberg. "That way 
it'll be a 30-minute show I won't 
have to cut." Commercial policy? 
"It won't be for sale to cigarettes, 
alcoholic beverages or deodorants, " 
says Freberg. 

Also in the works: a Broadway 
revue under the banner of David 
Merrick, based on Freberg's hilari- 
ous comedy album "Stan Freberg 
Presents The United States Of 
America," one of a long string of 
satirical recordings he has made for 
Capitol Records. 

As many a Madison Avenue ad- 
man knows, Freberg's running bat- 
tle with rigid thinking and lack of 
innovation in advertising is a per- 
manent fixture of the radio-tv land- 
scape. ("Dealing with Ntadison 
Avenue is kind of like dealing, with 
the Mafia," says Freberg. ) 

Not long ago, when preparing a 
radio-tv spot series for the Stanle>" 
Kramer production of "It's a Mad, 
Mad, Mad, Mad World," Freberg 
scripted a punch line for a com- 
mercial for the screen comed\- 
which stated boldly: 

"Go see it — it's funnier than 
Cleopatra!" 

In New York, I'nited .\rtists 
executives chuckled mightih, but 
vetoed the idea. 

Undaunted, Freberg, in Cah- 
fornia, grabbed a phone and pro- 
posed, via long-distance, an alterna- 
tive that would keep ind>istr\ 
peace: 

"How about," he offered. " 'Al- 
most as funny as Cleopatra'? " ^ 






4 



II 




^Game off Life' a challenge 

Buff Manoffff agency ffinds ^ffamily' 



Milton Bradley Co., one of the 
largest producers of games in the 
world, gave Richard K. Manoff, 
Inc., exacting requirements for its 
latest spot tv campaign: create 
wholesome family appeal, explain 
the special interest of a particular 
game, and at the same time get 
across the fact that Bradlex makes 
a wide variet}^ of games. Techni- 
cally, the agency also had a tough 
task: it had to u.so four days of 
stop-motion photographx to shoot 
a commercial for Bradle\'s Gome 
of Life and a companion one for 
Stratego, and construct a special 
rig for each of four effects, includ- 
ing a "parade" of game packages. 

On the creative challenge. Man- 
off art director-film producer Ger- 
ald Gedney, who supervised the 
BradlcN' commercials, said a great 
deal of time and effort went into 
the casting of the famih' to make 
if a natural and beliexable group, 
which not only looked like a real 
famih- but could work together as 
a "faniiK." for Tlir Came of lAfe 



Cinematically, special emphasis; 
was placed on tight closeups to get 
the expressions of excitement, fun 
suspense, and triumph in quick 
cuts. It turned out that the boy 
chosen for the "family" was actual 
ly a Gome of Life fan, and \va.« 
able to serve as unoflBcial advisoi 
on the kind of situations which arise 
most frequently. 

The Life and Strotego commer- 
cials, each one minute, are being 
aired on a saturation basis in 3( 
major markets for 13 weeks through 
Christmas. On network t\, livt 
comnKTcials for Bradley are being 
aired on NBC's Today and Tonigh 
shows. Life, pla\ ed b\- four people 
retails at $6. Strotego, for two, 
tails at S5 and is a big seller in Eur* 
ope. Music was written by RKN 
president James N. Har\'ey and ar 
ranged b\' Ralpli Burns. Filniin) 
was done at .Audio PrcKluctions 
with Harold Lipman as director. 
RKM liandK>d the entire Bradle- 
account, except for educational ma 
terials and flash-cards. 



.i8 



SPONSOR 1 1 ocioBFR \% 



Interpublic noNA/ number one In billings 



Vaults over J. Walter Tliompson 
witti acquisition of EWRR agency 



I In- l)illiiiu.s t\i)l(iM()ii at liitiipiil)- 
\h- is hurstin^ tortli in nt'oini'tric 
])i()Uicssi()ii. Ill U)()I, tin- Marion 
I laip<T-lu'linftl aiKii tisinii nnpirr 
iJdfd $29 inilliiiii tu its billings 
iiistir. tlic following Vfar liilliniis 
swfllrd anolluT $12 million. VHrl 
uH-s clou II in indnstiN ann.ils .is tin- 
scar Intnpnblif intirasrcl its {ain- 
il\ lioldin(4s by $80 million (almost 
half in broadcast), a M.dtlnisian 
Icat accomplislu'd uitli tlir niori^ei 
't Krwin Wasey, HntlirauH \ Hyan. 
The acquisition makes Int«rpnb- 
lic the bi<4Hist l)illinn .id\ertising 
)utfit in the world, an honor pre- 
\ iously accorded to j. Walter 
rliompson. International liillinys 
M-re $113 million, trailing |\\T's 
^ 120 million. Now ol course, Inter- 
public is comfortably the biu broth- 
er of advertising, with worldwide 
!)illin<4S of nearly half a billion. 
W ith KWR&li added, it now boasts 
7,(K)0 emplo\ees in 16U offices in 
>7 countries. The Da\id B. Will- 
I mis Co., which had owneil KAN'R- 
\K in the I'. S. and (.'anada, also 
Aned KW'R&li Ltd. of London; 
' "50% interest in Lrwin Wasey, 
' in.b.II., of West CnTinany; and 
1 minority interest in l']r\aco .-Vdver- 
iNiiig of Scandana\ ia. 

By brinuing a new sibling into 
'ic fold, Interpublic is in\itin«4 the 
1st real test of its f.ibled familial 
'hesi\eness. .Aside from its size, 
ne of the distinguishing features 
' the Interpublic setup is its "man- 
i^cment company" status rather 
than the traditional "agency" de- 
notation. (This distinction techni- 
ally leaves J. Walter Thompson 
'ituhu- ruler of the billings realm 
iinoni: "agencies," administering 
^130 million, with McC:ann-Erick- 
M second with $119 million an- 
■ ually.i InteqMibhc is head of a 
liouse which includes Mc<:ann- 
l.rick.son; McCann-Marschalk; 
I'ritchard; Wood; Johnstone, Inc.; 
^famal Advertising. Ltd., of .Africa; 
"id Communications Affiliates 
Marplan, SCI, Infoplan. among 
itlier operations). The concept, ac- 
'rding to chairman Harper, calls 
r "the building of a diversified 



Uroup III inaikctini; comiiiunica 
tions services with the corfxirate 
resourcfs ol a stionu man.incnienl 
lompan). Ami. while fheoreticallx 
all branches handle competing at 
counts, such intramural rivalry li;is 
been minimal. \\'ith the entry of 
IAN RivR into the uroup. howfver. 
there iire enough "protluct con- 
flicts to pa\ e Madison Avenue. 

Th«' autonomous nature of tin- 
Interpublic agencies "eliminates" 
the problem cjf client conflicts, ac- 
cording to tlie company. Neverthe- 
less, the advertising communit\ w ill 
be watching to sc"e how one corpor- 
ate roof houses such hostile habi- 
tants as: Culf Oil products (EW) 
and Standard Oil ('o. of N. J., and^ 
or .Vtlas SuppK Co. (.McC-E); 
Frito-Lay ( EW ) and National Bis- 
cuit (McC-M); Rolls-Royce (EW) 
and (n-neral Motors Buick ( McC- 
K); Carnation Co. ( KW ) and Pills 
bury (McC-M); Tuborg Beer 
(EW) and Genesee Beer ( McC- 
M); Old Forester ;ind Early Tinier 
Bourbon ( EW ) and Old Charter 
Bourbon (.McC-E); Mutual Broad- 



casting ( EW ) and .NBC; and/or 
Cowles Broadcasting ( McC-E). 

Both IXivid \\ Williams, pn-si- 
• liiit <il l':\\i(<SK. and his fallit*!, 
linw.ird D. W illi.ims. c li.iirrnan of 
the finance committee, will retain 
their positions with Erwin Wa«ry. 
\ liKik .it the new memlM-r of the 
Interpublic family reveals that do- 
mestic billings have been hovering 
for the past few y«-ars, settling in 
both i<Xi2 and "6.3 around the $ofi 
million m.irk. I.Kist year. EW Uisi 
the corporate and plastics and res- 
ins divisions of American Cyana- 
mid ($750.0(K)), .\ri/on.i Brewing 
Co. ($.370,(KK)), the Bentley Lighter 
( $25(),0(X) ) , and picked up Control 
n.ila Corp., Ilelene Clurtis' Endac 
(S5(K),0(K)), National Ben«-fit Life 
Insurance ($1 million), the REA 
Express ( $.5(K).(K)()). its heav>' 
brcjadcast orientation (40% of bill- 
ings in tv and some B'^.c in radio) 
centers around such clients as W'rig- 
ley, which alone has billings of 
about $15 million, most of it in tv; 
Carnation, Frito-I^iy; \. E. Staley; 
Van Camp, and Helcne Curtis. 



SPEAKER OF THE DAY HONORED 




\\( M (IMiiKuljIpliiiii iHrson.ilitN SnIm^ St ( l.nr I . .m.-pf* tUf IMiib 
delphia Club of Actxcrtisinu N\ Oiucn '>|H'ukcr's ( itatiou " from ( lub presi- 
dent .\iiii Ki'cIiUt l.f«i% IT'. l.ookiiiK on is NLibcl Handout, l*< ^^^ pro- 
t;ram coordinator. Thr pri-sontulion >va« niadr at the club'* September 
dinner meeting. wIutc \li\\ *»t f I nr m <» urim.- su.-.ilrr 



SPONSOR U otrroBKR I^i.-^ 



59 




Compton appoints two new 
management supervisors 

Hidianl H. HuiIcn ( hdow ) and Ed- 
ward M. Gallatilier, \'ice presidents 
and account 
supervisors at 
Compton Ad- 
vertising;, lia\e 
been appointed 
management 
supervisors on 
their respec- 
tive accounts. 
Hurley super- 
vises Crisco 
Oil. He joined Hurley 

the station in 1949 as a time buyer. 
After three years in the media de- 
partment, he moved into account 
handling on packaged goods 
brands, and was promoted to v.p. 
and account supervisor in 1960. 

Gallagher, who supervises Dun- 
can Hines Mixes, joined Compton 
as a trainee in 1953. 

Northcross to FC&B as 
nat'l broadcast director 

Foote, Cone & Belding has an- 
nounced the appointment of Sam- 
uel H. North- 
cross as \ice 
president and 
national direc- 
tor of broad- 
cast, replacing 
John B. Simp- 
son. North- 
cross, who will 
)e headquar- 
tered in FC&- 
Northcross B's New York 

oflBce, is a veteran of the agenc\ 
broadcast business. Prior to join- 
ing F"C&B, he was a v.p. of William 
Esty, where he directed all televi- 
sion operations. He joined Est\ 
in 1948, and was responsible for es- 
tablisliing its tv department. Ear- 
lier, he was associated with the 
Gallup Poll's Institute of Public 
Opinion and .\udience Research 
and \\ itii Young 6c Hubicam. 

NEWS NOTES 

Weather copy line: Smith (ireen- 
hmd, agency for New York's Roose- 
velt Raceway, has taken the weath- 
er into account in its commercial 
copy. The commercials, being run 
at the rate of 450 spots a week on 



40 




New York and Long Island radiq 
stations, add the note that it's "com- 
fortably wann" at Roosevelt. Mur- 
ray Platte, S G account supervisor, 
said the "comfortabh' warm' line 
refers to the cool evenings the area 
will have up to Roosevelt's 7 De- 
cember closing. However, now that 
Indian summer has set in, Platte 
thought the line inappropriate. Last 
week he dispatched another com- 
mercial to the stations, to be used 
in place of the "ctmitortably warm 
spot whenever the temperature is 
over 55 degrees. Just to make cer- 
tain the station operation desks 
don't make a mistake, he added a 
thermometer to each new commer- 
cial package he sent out. 

Merger in Salt Lake City: Hoggan/ 
Hall and Ray Higgins Advertising 
have consolidated under the name 
of Hoggan/ Hall/Higgins with of- 
fices at 116 S. 5th East. Principals 
include Ned Hoggan, who wiU head 
the new agency and who is a veter- 
an of 24 \ears in advertising work 
there; Nelson W. Hall, Hoggan's 
partner, and Ra\' Higgins, who was 
with several Salt Lake City agen- 
cies before opening his own shop. 



NEWSMAKERS 

Pavi. B. Blausteix (below) to 
J. M. Mathes as broadcast produc- 
tion supervisor from McCann- 
Marschalk, where he was a pro- 
ducer of tv commercials. . . . King 
Harhis to executive vice president 




aiisteiii 



Harris 



of P^letcher Richards, Calkins & 
Holden . . . E. L. Timbkrman to 
Kein on & Eckhardt as management 
supervisor and vice president. He 
has been associate general product 
manager with Colgate-Palmolive. 

Wayne Mo\d\ille to account 
executi\'e with Nielsen's Broadcast 
Division. David Mudie to assistant 
manager for production; Luc Ste. 
Marie to manager for field opera- 



tions, eastern division; and E. W. 
CoUins to manager for field opera- 
tions, western division. 

Nicola I A. I^avlov to assistant di- 
rector of the consumer survey di- 
vision of Audits & Surveys. 

David L. Lambert to Feldman & 
Kahn as director of marketing and 
media. He was senior media buyer 
for Bentcm & Bowles. 

William S. MacDonald to ac- 
count supervisor at Crane Adver- 
tising Ltd. of London, the English 
associate of Norman, Craig & Kum- 
mel. 

J. D. Dl Val'n to copy director 
with La Grange & Garrison, Indian- 
apolis. 

John W. Haynes to Geyer, 
More\-, Ballard as a vice president. 
He was a principal and executive 
vice president of Robinson & 
Haynes. 

George Pappas to art and pro- 
duction manager of Cax-nor & Du- 
cas' west coast office. 

Hugh L. Huffman to production 
director of J. B. Neiser of San 
Diego. 

Donald D. Halstead to the 
board of directors of J. M. Mathes. 

DwiGHT SpyFFORD to the creati'.e 
staff of \\'illiam Schaller. He was 
treatix e marketing director for Can 
l-iggett -Advertising, Cleveland. 

Donald F. Sternloff to office 
supervisor of Fuller & Smith & Ross 
in San Francisco. 

Frank N. Pierce to creative di- 
rector of Grant .Advertising's San 
P'rancisco office. He was with 
Crown Zellerbach. 

ARtHi^R BoRGHi to assistant to the 
\ice president of Frank B. Sawdon. 
lie was broadcast biner at Maxon. 

Maurice Lerman and Gust.ave 
L. Saelens to vice presidents of Ted 
liates. 

W.VLTEH A. SCHMINKE tO Jack 

Law ler .\d\ ertising, Los Angeles, as 
\ ice president. He was with Hearst 
Advertising Service there. 

Ernest Smith to senior art di- 
rector at Sudler & Hennessey. M.\R- 
\ IN Sc:juller to copy group chief. 

Ralph T. Hartell to public re- 
lations director of The Bureau of 
Advertising. He was communica- 
tions director of the National Oil 
Fuel Institute. 

John F. Bresnehan, William P. 
(Gordon, William LaCava and 
John L. Owen, all of Foote, Cone& 
Belding, to vice presidents. 

SPONSOR 14 ocriOBKR 1968 



n 



TV MEDIA 



Newspaper striVfs slutiild hf iippari-nt in 
IVcnrds of (K-piirliiu-iit store sali-s ovrr 
eiKl>(-'>><>>>(l> poriocl, iiiiliidiiii; sirikcs, if 
Slnrtli tlioorv is corrt'ct, V\ W ronti-nds 



1 


^'■1 ■• 


Mil I'lj-i ""- 


L. 





\t top, sales (lata for \i-\\ ^'ork. while at 
bottom, (!e\ eland 



L 



J 


1 






ii 




ir 


I'l 


1 




< 1 


I- 



In the 2i Au^mt issiu- of I'riiitrrN" Ink. Dmiul Sitmh aiuihjzed thr 
rrcrnt n/ irs/wz/j/r sirikrs in S'rti Y<>rk niul Ch t rlmul In hi\ ojnn 
ion, w«irv/«//<rrv lnul a ^rrat injUinui' on tU\mTlnunt ston salis. 
lUilizinfi thr samr data, the TvUtmon Burrau of Advcrtisina reach- 

i-d (I Mnnniliat di{]rrrnt lirii point, whith uas stdtmiltid to I'riiitrrs' 
Ink and rrjictid !)i<au.sc it uas loo roniiutitit c. \\ hrn thr same 
TvH material tuts presented to si-osstiR, it was the opinion of the 
editor that irhirc di(ferin<: opinions exist, titetj should both l)r i^it rn 
an opportiinilii to he linird In thr inlrnst nf j)roi idin.! "ii/ual tintr.' 
flic lollnii iir^ nrli/ Ir i\ pnutnl 




V N 



Newspaper strikes had little effect on department store sales. TvB's Spiegel believes 



newspaper analysis 



HARVKV ,s1'1K(.1:L 

TvB vice pre-Hdnit, rc.sitirch 

\\mdy\ysv\i'y.ns Are tlio l>>icklH)iu' 



N 



if clepartiiifnt-store sales. 
Without tlu'tii. (ifpartiiu'ut-storr 
salt's sulftT suhstaiifially .md »jnick- 
1\ . When n»'\vspap«T achrrtisinj^ n- 
turns, clt'partnu'nt-storo salt's rt-- 
cover larRt'K' and (initkK, hut not 
full\ at onif." 

H this suinnian ot thf fltftts of 
three 1962-U)6.3 newspaper strikes 
by Daniel Starch & Staff is valid, 
the strike periinl shoultl inmutliate- 
ly Ix' apparent on graphs showini; 
weekK tlepartment-stort' - ''■•>^ data 



SPONSM/14 OCTOBER 19»i5 



durinu an eii^ht month tune st>)(- 
Mienf encompass inn the strikes 
I al)o\«* left y 

The Television Bureau of Adverti^- 
in<i anah/zcd the same Federal Re- 
serve B(*ard data aiu! ' tented 
it with eoneurrent r • nt of 
Coninierre retail sales data. TvB's 
ronelusiitns are quite different from 
Stareh's. The Bureau's atudysis con- 
iludes that the ftrttloniiril neert- 
IHiper strikes in Miniuapolis. Cleve- 
land and New York had a neclifi' 
able effeet upoti dcfxirtmenl -store 
sales in these markets, and lew ef- 
fect on iieneral retail sales in 
metropolitan areas. 



II 



I V MEDIA 



i CHANGE 

• 20 t 

• 15 
. 10 



prestnke 
-£0% 



16 
5trike 



r^ 



-3.6% 



post strike 
weeks 

-1.9% 



lOT 

15- 




II 



-(- 



H — I 1 1 H— ^ > — ► — * — t 1 1 ( — I — h- ~i — k — »- 



.( ., 






neek 20 27 3 10 17 2a 1 8 15 2? 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 :3 20 27 
Endint OCTOBER NOVEMeCR DECEMBER JANUARY FEBRUARY MARCH APRIL 

1962* 1963 



II 18 7'' 
MAY 



New York department store sales are shown with time factor added 



Time and tidies togeffiier 



Interpretation of sales data is 
risky when extracted from 
long-term sales trends, Spiegel 
notes. Many factors must be 
analyzed before reaching con- 
clusions. Pre-strike sales rec- 
ords show a sustained slump in 
downtown department store 
sales, which continued during 
the strikes and afterward. 
Most striking conclusion to be 



9 pre-5trike weeks 



drawn "is that it's impossible 
to determine if a strike oc- 
cured at all," Spiegel states. 
Elements also play a role in 
sales, as for example, the 
heaviest snowstorms in 20 
years blanketed Cleveland for 
a week starting 6 December, 
with sales skidding through- 
out the area as many shoppers 
were kept at home. 



-9.1% 



-8.9% 



v\ 



Ti 



■T 



.CHANGE 

10- 

+ 5J 

'] 

10 ■ 

"i 

20 i 
25- 



»ui ( 13 70 77 3 10 W 21 I t IS 22 29 S 12 It 76 7 9 l( 23 2 9 16 23 30 ( 
FfHl.n| KTWIR WMMBIII | OtCfMKR MWIARY IIBmiART MAKM 

I l«2 • I9t3 



9 P05l strike *epks 

-1.4% 



13 ID 27 4 III! 79 I I 
turn. KAY lum 



Cleveland department store sales show a pattern not unlike New York 



42 



There was some over-aU eflEect on 
the cities' economies, especially to 
publishers, tlieir employees, and 
those in allied businesses. Adv ertis- 
ing lubricates the economy. Any 
sand in the machinery disrupts the 
normal interrelationship between 
advertising and sales. The over- 
riding question is this: How much I 
did the newspaper strikes influence 
sales? TvB says the problem can be 
divided into three component parts: 
. PRE-STRIKE SALES TRENDS. 
Interpretation of sales data, extract- 
ed and isolated from long term sales 
trends, is a risky endeavor. Starch 
compared sales figures in the struck 
cities using the national average for 
department-store sales as the base. 
Pre-strike sales trends within these 
markets were ignored. TvB's study- 
clearly shows a sustained slump in 
downtown department-store sales 
that started long before, continued 
during the strikes and, after the 
strikes, failed to turn upward sig- 
nificantly. 

• OTHER FACTORS. You cant 
neglect local conditions that often 
can have a far greater eS^ect on sales 
than the absence of newspapers, 
such as inclement weather and par- 
cel delivery strikes. By doing so, 
you assume the newspaper strikes 
take place in a vacuum. 

• MEDIA PATTERNS AND RE- 
TAIL SELLING. Downtown de- 
partment-stores and big cit\- news- 
papers account for only part of the 
economic activity in metropolitan 
and megalapolitan areas. Life goes 
on during a newspaper strike. Con- 
sumers continue to purchase house- 
hold staples. Products continue to 
move from retailers' shelves be- 
cause manufacturers are generating 
sales through steady ad\ertising. 

The Cle\eland and New York 
strikes were concurrent, most recent 
and were fulK reported b\' the Fed- 
eral Reser\e Board. TvBs studv 
omits Minneapolis, however, he- 
cause the Board did not report sales 
data for three of the eight immedi- 
ate pre-strike weeks, and three 
strike weeks. In addition, Easter 
week 1962 did not correspond to 
Easter week 1961. causing an arti- 
ficial fluctuation in comparative 
weekh" data. However, certain indi-( 
cations apparent in the incomplete 
Miiuicapolis data are later borne 
out b\' the full New Yurk and 
Cle\elaud findings. 

SPONSOR II OCTOBKR 1963 



' 



Graphs, left, basftl on rrtail dol- 
lar .(iiioiints, arc (Icii\(-il Irmii sta- 
tisti(.> puMislutl l)\ tlir I'Ciicial Ht - 
stTM- i^aiik as ptT ct'iit chaunt's in 
l(])aitintnt store sales for eorres- 

iiiiinn weeks from the previous 
\<ar. Note that departinrnl store 
tit luls (lid not appri'eiahl) ehaiine 
due to (lie strike. Further, there was 
nut .1 sales trough to distinguish 
non-strike and strike p«'riods. Tiu- 
most strikinu lomlusion to he 
drawn is that it's iuii)ossil)le to de- 
termine if a strike oeeurred at all. 

Averages for the strike, and for 
tlie immediate pre and post-strike 
luriods, were caleulati'd. As the 
averages will show, the pereent 
changes between pre-strike and 
^t^ike periods are minor, and indi- 
L-ate that department-store sales did 
I not plummet. In fact, (.'le\(land 
sales failed to drop at all. 

Department-store sales in New 

\utV. remained remarkahK level 

throughout this period, hdling only 

1.6^,c during the strike, hardly a 

substantial" decline. 

For nine consenilivf ticchi cx- 
' I tiding throu<Ji December 1st. 
Iincntown ClevcUmd department- 
store sales failed to stirfxiss corres- 
potuliu<: weeks a year earlier, yews- 
paper advertisiuis, teas available all 
Init three days of this period. Tlie 
heaviesi smyustorms in 20 years 
l)lanketed Cleveland from Decem- 
fxr 6 throu<:,}i It. The Federal Re- 
rrfc Bcxird reported: "During, the 
neek endin<j. December S, sales at 
local department stores skidded . . 
Hinvntown and suburban stores 
^ many shoppers were kept home 
iifered almost iilentical setbacks 

/ heavy accttmuhition of srnnv." 

I nited Parcel Strike 

New York s ilep.irtmeul stores ex- 
1 rieneed their sharpest weekly 
percentage decline after the papers 
td returned. Furthermore, the 
st-strike decline probablv would 
i\e appeared ureater liatl it not 
en for the 1961 Inited Parcel 
^trvictJ strike, which began on May 
2. That strike \irluall\ paraK/ed 
^tore delixiTies and undoubttclK 
nlluencvd the artificial intlations of 
he corresponding 1962 data. The 
lata also shows that newspaper ad- 
vertising failed to stimulate depart- 
nent-store sales before the July 1st 
New York City sales tax increase, 
roni 3 p«Tcent to 4 percent. 



In many instancx'S, Fetleral Ke- 
servc st.ilislics art; published for the 
ilowntown portion oi a nii-tropoli- 
tan area, as well as for the entire 
metro art'a. TvB's data is confimtl 
to New York City and downtown 
C'l«'\eland areas. Only their princi- 
ple central cit\ dailies wtrt- close<l 
as suburl)an dailies continued to 
publish within the metro areas of 
both m.trkets 

Douiiltm II vs. Melnt 

Starch did not cite which .tre.i 
statistics wire used in its an.iKsis. 
it is important that the downtown 
area, rather than the larger metro 
area, be examined. .After all, in sub- 
urban counties downtown news- 
papers ha\e minor import due to 
their penetration drop-off once they 
leave the central city counties. Also, 
suburban dailies olf<T i^reat com 
petition in suburban counties. 

For example, there are 53 daiK 
newspapers within New York tele- 
\isi()n's primar) co\erage area, and 
30 dailies within Cleveland tv sta- 
tion's signal co\erage. Community 
clusters containing their own busi- 
nesses, schools, cultural programs 
and recreational facilities are 
served by these dailies. Often these 
outsith' dailies are giants, such as 
the Newark News and the .\kron 
Beacon Journal. Suburban dwellers 
ha\e little interest in what's hap- 
pening downtown. They are better 
served by their local dail\ . with 
news of their own community, than 
by the big city dow ntown daiK . 

Macy's Senior Vice President tor 
Sales Promoticjn and AcKertising. 
John .\. Blum, precisely defines this 
problem. 

". . . City newspapers generalK 
have failed to keep pace, in terms 
of circulation, with population ex- 
plosion in the suburbs — a fact of in- 
creasing significance to the retaiK*r 
who is himself expanding physic- 
ally with new stores into the same 
suburbs — so that the central cit> 
newspaper has become of decreas- 
ing inipcirtance to the retailer 
whose market and whose ectniomic 
well-being has become increasingb 
area-wide. .\nd finally, advertisers 
ha\e been buying less and less with 
their newspaper space dollar over 
the years since the war, for a long- 
term spiral in rate increases has 
been accompanitxl generally by 
losses in circulation, and as a result 



eost-i>er-thousand h«is been Koii))( 
up and up and up" 

r\ B l>elieves the strike had little 
effect on over-all retail tradi*s and 
services. Here are statistics reh-ased 
b\ the Department of (..nnuurrce 
showing retail sales in New York, 
Chicago and Ia>s Angeles, one 
strike & two non-strike ari*a5. Cor- 
responding city names alongside 
these monthly sales in(rras4's and 
decreases have deliberately been 
omitted. Can you determine where 
the strike (Kcnirr*-*!':' 

I\I)K\ ()1 HI. I.ML MURK SALES 
November 1962=100 

SoiiicE: Dfpartinrnl of CoiniurrCf 
Moitthb' Hclail Tr.idf .Supplciin-til 

.\ov Dec Jan Feb Mar Apr May* 

KX) 118 81 77 93 97 99 

1(X) IIU 89 82 91 91 05 

1(K) 117 89 82 92 95 98 

• prriiminary estimate 

.\s you can see, retail sales pat- 
ferns in all three markets were vir- 
tually identical, although New 
York's pai)ers were strikebound. 
The markets, in order of listing, are 
Chicago, Los .Angeles and New- 
York. 

.Ml advertising has a purpose and 
a place. Starch's analysis note^l the 
inbre<l relationship l>etween news- 
papers and department stores. It 
recouni/ed that "retailers rely hc\iv- 
il\ on newspapers for their ad mes- 
sages." Mac>'s John Blum state<l, 

"... it is my cxmviciion that 
one basic responsibility of those 
chargetl with directing the sales 
promotion end of any business is 
not only to test out and develop ef- 
fective uses for old metlia, but also 
and most importantly to test out 
and develop effective ways of using 
desirable nc-w media." 

Apparentb department stores* 
sales are not tietl only to newspajxT 
fluctuations. The greatest long 
range trends in big city retailing 
have little to do with strikes of 
downtown dailies. Popidati«>n mi- 
grations to the suburbs, grmvth of 
l(Kal dailies and weekli«'s. and the 
metroi-Hilitan area-wide coverage 
of television are changing retail 
selling concepts. 

Tomorrow's most successful re- 
tailers. TvB IxMiexcs. will be those 
that lu'st adapt to the realities of 
today's metamor]ihosis in media 
•md markets. ^ 



SPONSOR 1 \ oc loBfK l'»«i.1 



A$ 



TV MEDIA 



Second commercial tv network 
'tough problem" tor Britisli 



^11 



Can England support more than 
one commercial telex ision network, 
when the U. S., with a much great- 
er audience, seems able to support 
only "2V2" networks? asks T. Steele, 
executive vkv j^resident of Benton 
& Bowles. 

Addressing a group of British 
commercial broadcasters in London 
last week, Steele predicted that 
British operators "may have a very 
tough problem" in the next few 
years, as BBC develops a national 
rilF .service, and a second com- 
mercial network is launched. This 
would make a total of four net- 
works, two government-owned, and 
two commercial. a\ailable to \ie\\- 
ers in the U. K. 



Drawing a comparison, Steele 
pointed to the days when CBS and 
NBC had a clear advantage in TV 
network strength in the U. S. "Cood 
time . . . was very difficult for ad- 
vertisers to acquiie — and this dis- 
turbed quite a few disappointed 
advertisers, not to mention our 
watchful government." Since then, 
ABC has emerged as a strong force 
in V. S. tv, said Steele. "And al- 
though SRO signs are out at CBS, 
you can still buy good time on NBC 
. . . and . . . quite a lot of it . . . 
on ABC." 

The ABC ascendenc), which 
reached its peak in 1959, "sharply 
eroded" the audiences of the other 
two networks. Steele pointed to 



Tv network billings up 



Network television gross time 
billings increased 3.1% in Au- 
gust, and billings for the f rst 
eight months of the year 
climbed 5.3% over the 1962 
I>eriod, according to Televi- 
sion Bureau of .^dxertising. 
August network tv billings 
were $66,224,000, compared 
with $64,205,100 in August 
1962. The three-n-twork total 
for the eight-month period 
was $543,826,700, compared 
with $516,268,700 a year ago. 
ABC scored $141,225,100 for 
the first eight months, up 6.67( 
from last year. CBS' $212,194,- 



700 was an increase of 6%. 
NBC showed a 3.7% increase 
over "62 eight-month figures, 
with a total of $190,406,900. 
Daytime billings for the first 
eight months totalled $176,- 
445,000, a gain of 10.6% over 
last vear's. Nighttime billings 
rose' from $.356,689,000 in 
1962. to $367,381,700, an in- 
crease of 3%. Network tv gross 
time billings are compiled for 
TvB by LNA-BAR. The 
month-by-month 1963 figures 
(with May, June, and July fig- 
ures changed as of 2 October) 
follow : 



NETWORK TV GROSS BILLINGS 

Month ABC CBS NBC Total 



January 


$18,264.8 


$25,912.7 


$24,066.1 


$68,243.6 


February 


17,435.7 


24,057.7 


22,850.0 


64,343.4 


March 


19,378.0 


26,694.3 


25,166.8 


71,239.1 


April 


18,577.0 


26,508.4 


23,669.9 


68,755.3 


May 


18,299.7 


27,986.9 


25,305.1 


71,591.7 


June 


17,070.5 


26,749.1 


22,976.6 


66,796.2 


July 


15,927.8 


27,401.9 


23,303.7 


66,633.4 



August 



16,271.6 



26,883.7 



23,068.7 



66,224.0 



44 



"imaginative programing" as a 
prime factor ifi ABC's climb, which 
helped cut CBS evening half-hour 
program ratings by 15% in four 
years, and NBC's by 10%. CBS, he 
added, has regained its 1958 rating 
levels, and NBC has also recouped 
its strength b\ looking to ABC's 
polic\- of "sharper, smarter pro- 
graming." 

Steele cautioned his British audi- 
ence to keep an eye on cost-per- 
thousand. In the U. S., he said, time 
costs for t\' advertisers have risen 
12% in four years, in stride with 
population growth, but talent or 
program costs have jumped 25%. 

He told the British broadcasters 
to e.xpect declines in "memorabili- 
ty" of t\' commercials as channels 
multiply. .\BC's emergence as a 
major U. S. network was accom- 
panied, he said, by drops of 10%- 
20% in viewers' commercial recall. 

Steele said Benton & Bowles' re- 
search into commercial recall has 
found that daytime commercials 
were onl\ 14*; o more effecti\c (bas- 
ed on rates and cpm ) for reaching 
women than prime-time exposure. 
The agenc\ originally estimated 
that da\times efficiency in reach- 
ing women was twice as great as 
prime time's. 

Steele said the decision of U. S. 
networks and advertisers to offer 
longer shows "reduce the xiewer's 
tendencx to switch channels — by 
providing fewer punctuation points 
during the e\enings' schedule." He 
said there were 99 half-hour pro- 
grams in e\ening network time in 
1958; the figure for 1963 is 64. Five 
years ago there were only 23 hour- 
long evening network shows, com- 
pared to 46 todax . 

'500' crashes arena tv 

.\notlier blackout has blighted com- 
mercial t\- sports. MC.\-T\' last 
w("{>k revealed it has accpiired from 
the Indianapolis Motor Speedway 
Corp. long-term exclusive rights to 1 
produce and distribute live co\er- ' 
age of world-famed Indianapolis 
500 Mile Bace to theatres iuid 
sports arenas \"ia closed-circuit tv. 
The deal is another in a string of 
"steals" pa\ t\ has made from com- 
mercial t\ sports fans including 
hockex games and championship 
boxinu matches. It ma\- be followed 

SPONSOR/ 14 OCTOBER 1963 ' 



I)\ sportinu fvcnts still int>r«' rlosfly 
.iliL;iic(i uitli tlif frrr «iit<Tt.iimiuiit 
V. iicii Tluif has htvii t.ilk. ot tlu' 
\ ilioii.il i'oothall Ix-aguf turning 
pit)' as tar as f\ is coiKi-riic*! .iiul 
:^i)jii^ lor flu- liii; iiioiu'n av.iilahlr 
Ml tlif closcd-iirciiit nuitc-. And, 
iust as tin- I)iKlvi«"rs aiul (iiants tlr 
Mitftl \»'\v York, liotli trams an- 
rt'portftlK plaiiiiiiiu to turn tln'ir 
l).i( ks on national coinnirrtial ct)\- 
i'4f of tlu'ir i»«»rnt's. 
( "losfd ( ircnit c'o\«'r.iHc- ol tlif In- 
ilianaixilis anto il.i.ssii- will loni- 
iiHiKf with iu-\t Ncar's racr to bt- 
Mill on 30 Ma\ U)64. It will hv per- 
il. ips tlir nio.st fostK to\rraii«' in 
tlif world of sports hfcansr f\iT\ 
liiot ol tlif two-anil-onf-liaU niilf 
S|)ffdway will hv fo\«'rftl by cani- 
iN antl inicro|)lionfs si)ott«'d stra- 
,ifall\ around tlif track 
■ Acfording to l)a\id A Wtihlin, 
"iFfsidcnt of M('.\-T\". tlif possi- 
bilitifs art- stronij that if faiilitifs 
ire niadf a\ ailahlf, tin- f\fnt iniiiht 
l)f hfanifd li\i' via Tflstar to tn- 
lopi- and thrn relayt-d to outposts 
iiiiiind llif world. 

Washington officials reply 
to ABC tv station report 

Washington officials read tiieir 
..«il? The answer is yes, if results 
>f an AHC'-owned tv station mail- 
iiii is an\ criterion. Not onK' do 
hey re.id mail. thf\ aeknow ledne 

f t(H)! 

AB(' T\' stations presicU-nt Theo- 
iore F. Shaker sent the new pre- 
-iitation. "How the People of Two 
• rcat Nations HeliX'd Join Two 
\ orlds," to key W'ashinuton jx'ople, 

rtin<4 ^^ ith the Pr»'sidi'nt. as well 

political leaders throniihont the 
i>iintr\. Inclnded was information 
n the colleeti\e and individnal 
Hurts of the .\B(.' t\ stations in 
nhalf of their commnnities and 
"iiiitry. 

\Miile the reply from President 

vfnned\ came from .i seeretar> . 

Iters flowc'cl liaek to Shaker from 

■rotlur Holx*rt Kennedy, the vice 

rfNidfut and many more. Said 

Midon B. Johnson: "I find it to Ih' 

i inatinii and I am pleasixl that 
were .so thonijhtfnl." Press 

ri-lar> Pierre Salinjjer rejjorted 
u k similarh : "I found it most 
iteresfinil." 

\mong the nearly 1(X) others jx-r- 
'iially ac-kowledsiini: the presenta- 



tion wfr«- !■('(! chairman f- W il- 
li.iin lleiir\. Sin. Warren ('.. May- 
nnson ((.'ommeree C'onunittee 
eh.u'rman). FBI director J. Kdgar 
Hoover, F(.'(; eommissioner Ken- 
iiflh A Cox. and Sen. J W Fill- 
hriuht 

Oiif repre.sentati\c. Florence I'. 
Dwycr (N. J.) reported she was 
"pl.uinii it in mv district office in 
l".li/al)<-th where it will Ih" read 1)\ 
the many |X'ople who visit me (»n 
leiiislatixf f)nsiness.' 

And Janies C^ Morton, s|K'cial 
assistant to the Secretar\' of Corn- 
merc-e, "noted with interest the 
cpiestion which is posed. 'Can ser- 
\ ic-f to the c omrTiiinity keeji pace- 
with technical ad\anc-e?' and the 
advertisements al>out yonr stations" 
|>frformance in this regard " 

Minow in vast learnland 

I tiMiifi VCX'. chairman Nt wtoii N 
Miiiow. althonilh clexoted to com- 
iiiiinication in a broader sense than 
before, is still talkini; in the idiom 
of his old jol) T\' and an "un- 
named" toothp.iste commercial 
(Crest) served to illustrate jxiints in 



his s|x-rch o|M-ninK •♦ New York 
exhibit. "New Dimensions in l.<Mrn- 
inn." by Fncyclo|X'dia Britannica, 
for wlmm Minow now is exec V. P., 
working on le^al and financial 
UKitters. 

Describini; explosive population 
and information ^owtli. Minow 
.idclfd. "I've reeititl a few statistics, 
peril. ips not i|itite as f.imilar as iIh- 
one that 'our ^roup has 27'"' \v%s 
cavities.' Most uf us arc aware of 
that particular statistic thoinjli the 
Hre.itc-st new chanye in communi- 
cations of our time — telexision." Me 
citc-d more statistics: .5<)-60 million 
Americans viewing tv "at this verx' 
moment" (around 5:30 p.m.); chil- 
dren in the l'. S. s|K'ncl as much 
time with tv as with a teacher ("that 
is one- reason why we are sj>»nsor- 
ini; the NBC proyram. Explifrinp, 
. . to lu-lp insure* that s<ime of this 
lime is u.sed to stretch tlie mind and 
spirit"'). 

While he had no "wastel.ind" 
epithet for ixlucational tv. as for 
the commercial medium Minoxv did 
say that "educators have Ix-en slow 
to harness the threat ijift of tele- 
vision" but will Ix'Uin to fulfill its 



v5-^vJaVE radio and TV 




INVARIABLY 



bFFtCTIVE 




■OTH REPRESCNTfD BY THf KATZ AGENCY 




"ONSOR 14 cKTTOBtR 1963 



-ib 



potential by the middle and late 
1960's. More than 300,000 courses 
will be televised this year in this 
country, he estimated. (The next 
day National Educational Televi- 
sion announced that Minow had 
been elected to the NET board of 
directors.) 

Reviewing Encyclopedia Britan- 
nica's display ot books, machines 
and film, Minow said educational 
films "can be as habit-forming as 
the late show." He shared the plat- 
form with company president Mau- 
rice B. Mitchell, who reviewed EB's 
international progress since its 18th 
Century founding in Scotland. The 
exhibit will occupy the Pepsi-Cola 
World Headquarters Building in 
New York this month. 

World-wide organization 
urged for broadcasters 

Robert \V. Sarnoff called for a 
world-wide organization of broad- 
casters committed to maintaining 
free and open channels among na- 
tions, capable of dealing with the 
numerous problems which ad- 
vanced technology will create and 
the details inherent in the free and 
continuing international circulation 
of information and programs. The 
NBC chairman made the sugges- 
tion at a press conference at 
Tokvo s Okura Hotel. He was in the 



country to sign an agreement with 
NHK for exclusive tv rights in the 
U. S. for the Summer Olympic 
Games which start in Tokyo next 
October. 

An important function of such an 
international organization would 
be the operation of an information 
center from which any broadcaster 
could learn what programs — li\e or 
recorded — are available in the 
world market or needed in these 
countries where production re- 
sources are limited. The need arises 
because of what Sarnoff called the 
"awesome potential" of global t\ 
which places heavy responsibility 
on the world's broadcasters to as- 
sure that the tools at their com- 
mand are used "in a spirit and with 
a skill that will serve the best in- 
terest of mankind." 

In the absence of such an organi- 
zation, Sarnoff said, "it is incumbent 
on the broadcasters of each nation 
to seek close cooperation, through 
existing organizations and on their 
own, with broadcasters of other 
nations." 



NEWS NOTES 

'Hootenanny' hits newsstands: ABC 
TV is making the most of a good 
thing. Having come up with the 
first regularlv scheduled network 



TIO GOVERNING BODY MEETS 




Television Infoniiafioii Committee, «overninn body of the broadcastinu 
industry's Television Information Office, at the Fall 19().'} mcetinR (1-r): 
seated, Michael Foster, .\BC; C. W'rede l'etersnie>er, Corinthian Hroad- 
castinK; newly-elected chairman ^Vilhlrd W'albridse, KTHK-T\', Hous- 
ton; Robert WriRht, WTOK-TV. Meridian, Mass.: standinK, Harry C:lay, 
KTHV, Little Rock; Sydney Eiees, NBC; Roy Danish, TIO director; Joe 
Sinclair, WJAR-TV, Providence; John Cowden, CBS. Ciordon Cray, 
WKTV, Utica, N. Y., was absent when the picture was taken 



tv series devoted to current folk 
music craze, the network expanded 
its Saturday night Hootenanny from 
from last season's half-hour to a full 
hour this season. Now the network 
is carrying the idea over to a new 
medium and has published ABC T\^ 
Hooteruinny, a magazine which 
contains articles and features by 
and about folk singers. R'll be avail- 
able at newsstands starting 29 Oc- 
tober. 

Werner progress report: Mort Wer- 
ner, president of the National. 
Academy of Television Arts andi 
Sciences, and NBC T\' programs 
v.p., has delivered the first in a 
series of "progress reports" to ATAS 
chapters around the countn. Ad- 
dressing the New York chapter last 
week, he told of recent decisions 
by the board which will result in 
ATAS progress and expansion, with 
the chartering of new chapters in i 
Boston, Dallas, Philadelphia, Den- i 
ver, and other cities. Werner's next 
meeting with ATAS members is 
scheduled for 2 and 3 December, 
when he wil visit chapters in St. 
Louis, Columbus, O., and Wash- 
ington, D. C. 



f 



: 






Stock Exchange: H & B American, 
CATV operator, and Video Inde-i 
pendent Theatres, a subsidiar>^ of 
RKO General, have announced the 
exchange of 1,550,000 shares of 
H & B common stock for all the out- 
standing capital stock of Vumore 
Co. and Mesa Microwave, CATV 
and microwave relay tv subsidiaries 
of Video Independent. As a result, 
H & B will acquire the 27 CATV 
systems of Vumore with 30,000 cus- 
tomers. In addition. H & B will ex- 
pand its microwave relay facilities 
through the acquisition of Mesa. 
The agreement also pro\ides for up 
to S2 million of additional financingi 
to be made axailable by X'ideo to 
H 6c B by modernization and ex- 
pansion. The transaction is subjectjt 
to the approN'al of H & B's stock 
holders and the FCC. At the trans 
actions completion. \'ideo Inde 
pendent, which had pre\ioiisl\' ac- 
quired a substantial interest in 11 & 
B, w ill hold more than 50% of H ^• 
B common stock. 



More power for Springfield: 

WWLP, Springfield, Mass., and 
WWOR-TW Worcester, Mass. both] 
owned 1)\ Springfield Tele\ision, 






SPONSOR II (>< loKiK 1963 



li.iM Ixiii i;i.iiitr(l ixTinissioii ti' 
iiu rc.isf tluir pouir. W'W'l.l', on 
chaiiiH-l 22. will tliml) from its prrs 
jent 219 kw in all directions to ,i 
(liri'ctioiial patti-rn of 376 kw to- 
ward tlic soiilli and west, ;md to it\ 
inaxinitiin I.(KK) kw toward Spriiii; 
Bi-ld. W WOH, chaniu-1 1 J, will. In 
spriiiu Hi64, haw increasfd its 
power from 10.2 kw to U>() kw 

Full siK)nsorship recordi'd: Tlu- 
U)()l SiiininiT OKinpic (^inu's in 
Tokvo, winch will Ix- carried on 
NIK: T\', are iiilly sponsored V 
I .irillard, (I.ennen 6c Newell). Tex- 
(Benton & Howies), and Schlit/ 
Hirw inu (I.eo Riirnelt^ w ill sponsor 



DONT 

OVERLOOK 
THE CENTER... 



^Baltimof 



NA/ashingtorN 



NEWSMAKERS 

HoBEHT NoRriisiUKi.D to general 
iiuanaiier of NBC news and public 

ilfairs. (^arl Lindennann Jr. to \ iet 

nt sident, NBC sports. 

Dwii) Cordon to piihlicit\ and 
\poitation direetor of W'NKW -T\ 

H. has h(>en associated with Screen 

.(■ins. 
(^KORGK E. Sii.wNON to direetoi 
I business afTairs of \\(::BS-T\'. 
Harry 1). Honk;. Jr. to sales pro 

notion manager of KSD-T\'-Radio 

•<[. Louis. He was rach'o and tele- 
ision director for Batz-Hadgson- 

\<'iiw<X'hner .Advertising. 
Sn-:\'EN F. BH.\Rn. Jr. and (i.\BRiKi 

' Dype to \'ice presidents of Blair 

1 t'levision. 

HicnARo J. Anderson to engin- 
< ring manager for KLAC and 

\ ITV, Los Angeles. He was ehiei 
iiiiineer at K()\'B-T\'. Sacramento- 

•toekton. 
J AMIS W . Manshki.d to manager 

't the National Assn. of Broad- 
isters audiovisual department 
li' is jiroduetion coordinator of tlu 

vrinys Biiz Picture tv series. 
BoRKRr B. Sar.vcen to local sales 
lanager for \\CAN-T\', Portland 
Lynn V. .\\kry to sales manager 
I WTVM, Columbus. 
Wks Poitkr to prcKluetion m.m.i- 
r of \\~T\n. Bockford. 
Hkiivrd J. BvBiRN. Jr. and B<x:- 
I) M. Lagink-str.\ to vice presidents 
I NIK'. John Sci-opro to direetor 
I promotion for the network. On 
le wfst coast. Jkromk H. SrxNi.KY 
' film programs director, program 
dministration and John Hinsey to 
lanager. film programs. 



Charleston 



Huntington 



Richmonc 



Norfolk 



Charlotte 



m- 



VIRGINIA'S NO. 1 
. TV MARKET 



Financial, transporation, medical, retail and 
service center for prosperous, growing 
Western Virginia - that's Roanoke - Best buy 
in Virginia's No. 1 market - that's WSLS-TV 
(Roanoke's Pioneer TV Station) 



9|C TELEVISION MAGAZINE 



WSLS-TV f^ROANOKE.VIRGINIA 

"THERE IS NO SUBSTITUTE FOR INTEGRITY** 



THE KATZ AGENCY. INC 



'ONsoR 1 } o< loKi-K !!«;:< 



KIRSCH 

"I particularly enjoy your articles on 
products which hove had spectacular 
success in radio or tv." 

M. WolfF, Advtg. Mgr. 
Kirsch Beverages, Brooklyn 



3M 



"Find it gives me good round-up of 
common tv problems, solutions." 
Roger F. Hov^, Advtg. Mgr. 
3 M, St. Paul 



FRC&H 



"I find SPONSOR interesting and 
useful." 

Sandford C. Smith, VP 

Fletcher, Richards, Calkins & Holden 

New York 



C-E 



"it's good. Keep up the good work." 

Frank W. Townshend, VP 

Campbell-Ewald, New York 

ALCOA 

"I find SPONSOR a great source for 
broadcast information and ideas." 
Howard M. Osby, Mgr. Adv. Services 
Aluminum Co. of America, Pittsburgh 

GUMBINNER 

"Keeps me informed and up to date in 
the broadcast business." 

Hal Brown, VP Acct. Supervisor 
L C. Gumbinner, New York 

KASTOR 

"Like current (yellow page) news!" 

Ed Johnstone, Exec. VP 

Kastor, Hilton, Chesley, 

Clifford & Atherton, New York 



GREY 



'Fine, in-depth publication." 

Hal Miller, VP & Media Dir. 
Grey, New York 



AVER 



"I look forward to reading SPONSOR 
every week and find it extremely help- 
ful in keeping up to dote on important 
broadcast activities." 

Jerry N. Jordan, VP 
N. W. Ayer & Son, New York 



K&E 



"Read it cover to cover every week." 

Joseph P. Braun, VP, Medio 

Kenyon & Eckhardt, New York 

AMERICAN 
TOBACCO 

"I find SPONSOR interesting, useful— 
and informative!" 

A. R. Stevens, Advtg. Mgr. 
American Tobacco, New York 

BRISTOL-MYERS 

"Very informative and useful." 
John H. Tyner, Dir. of Advtg. 
Bristol-Myers, New York 



AF-GL 



"I feel I learn a great deal by reading 
about the experiences of others as re- 
ported by your publication. It is stimu- 
lating and breeds new ideas." 
Robert G. Fest, VP 
Albert Frank-Guenther Law 
Philadelphia 



AYER 



"Appreciate your broader base fea- 
tures." 

L. Davis Jones, VP 
N. W. Ayer, Philadelphia 



S&H 



"One of the best publications covering 
the broadcast medio field." 

Henry Holpern, VP-Med. Dir. 

Sudler & Hennessey, New York 



JEWEL 



"Good for broad and timely informa- 
tion." 

Joseph Klinge, Advt. & SPM 
Jewel Tea, Melrose Park, III. 

AEROSOL 

"I find SPONSOR interesting and use- 
ful AND timely. Weil written. Important 
in reporting news!" 

Anne L. Hall, Advtg. Mgr. 
Aerosol Corp. of America, Boston 

FIRESTONE 

"I'd say SPONSOR is almost a 'mu$f 

for anyone interested in broadcasting." 

A. J. McGiness, Nat'l Advtg. Mgr. 

Firestone Tire & Rubber 

Akron, Ohio 

STEFFEN 

"SPONSOR is always full of 'up to 
the minute' information — trends, new 
shows, market information, ratings, and 
many other worthwhile features." 
Ralph L. Latimer, Advtg. Mgr 
Steffen Dairy Foods, Wichita 



J 

EVERYBODY'S TALKING ABOlK 



BBDO 



Scarcely an issue I don't clip two or 
rce items of interest not only to my- 
.elf but others in the office. " 
Dale G. Casto, VP 
BBDO, Buffalo 

GENERAL MILLS 

I think SPONSOR is the best maga- 
•ine in its field." 

Mance Rose, Merch. Mgr. 
General Mills, Minneapolis 

MORGAN 

rl often clip articles and send them 
ilong to clients — since you uncover 
^^ hings we'd never know." 

John Morgan, Pres. 
John D. Morgan, Inc., Chicago 

MELDRUM 
{& FEWSMITH 

|l like if . . . always has useful infor- 
tion." 

Ralph Wright, AE 
^eldrum & Fewsmith, Inc., Cleveland 



BIDDLE 



One of the only magazines I read 
om cover to cover." 

John G. Reinhard, Res. Super. 
Biddle Company, Bloomington, III. 

PLOETZ 

fou do a splendid job of covering 
Jt's new and of interest in the field 
>rief, time-saving form." 

Lester H. Ploetz, Pres. 
Ploetz, Inc., Chicago 



WADE 



I find SPONSOR interesting and use 
ful . . . yes indeed!" 

Marvin W. Harms, Sr. VP 
Wade Advertising, Chicago 

HENDERSON- 
AYER & GILLETT 

A most helpful tool!" 

Mrs. Joyce Clark, Med. Dir. 

Henderson-Ayer & Gillett 

Charlotte, N. C. 



RIVAL 



"Your SPONSOR-SCOPE commentar- 
ies are most helpful." 

Harry L. Gadau, VP of Advtg 
Rival Packing Company, Chicago 

KIRSCH 

I particularly enjoy your articles on 
products which have spectacular suc- 
cess in radio or fv." 

M. Wolff, Advertising Manager 
Kirsch Beverages, Brooklyn 



MILES 



"It gets thoroughly read and routed 

every week! Frequently 'clipped'." 

Harold J. Beeby, Advtg. Mgr. 

Miles Laboratories, Inc. 

Elkhart, Indiana 

STOCKTON-WEST- 
BURKHART 

"It is excellent." 

Richard Kuck, Acct. Dir. 
Stockton-West-Burkhart, Cincinnati 



Y&R 



"SPONSOR serves to ko«p mt> in- 
formed on dovelopmonfs." 

R. E. Whitting, VP Acct. Sop«r. 
Young & Rubicom, Chicago 

FOLGER 

. . most interesting and informative 

publication." 

B. F. Howe, Advtg. Mgr. 
J. A. Folger & Co., San Francisco 

COMPTON 

"The current picture of national ad 
vertisers, their commercials and sales 
success is most helpful." 

Lyie E. Westcoff, AE 
Compton Advertising, Los Angeles 



K&E 



. . . the most current and complete 
coverage of the field." 

John L. Baldwin, VP & GM 
Kenyon & Eckhardt, Boston 



NL&B 



Look forward to eoch issue — infor- 
mative, well written." 

Edmond C. Dollard, VP 
Needham, Louis & Brorby, Chicogo 

HOEFER, DiETERICH 

& Brown 

"Without question, I find SPONSOR 
to be the most timely, interesting and 
helpful of all the broadcast medio 
business magazines. Keep up the good 
work!" 

Wallace C. Riddell, Jr. VP 

Hoefer, Dieterich & Brown 

San Francisco 



ONSOR! 



These quotes typify recent agency advertiser response to 
sponsor's vitality, force and energy. 

Look at the company names. Look at the names of the top level 
agency advertiser executives. Look at what they said. They're 
obviously excited by SPONSOR They "read" it. They "enjoy" it. 
They "get ideas" from it. They "clip" it. They "route" it. They 
"use" it. The excitement readers are finding in SPONSOR means 
excitement, visibility, and penetrating power for your selling 
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readers talking about you, too. And more important, buying you. 



SPONSOR 



555 Fifth Ave., New York 17 N Y 



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YOU BUY a :60 commercial in 
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History class and teacher get sights and sounds of 36 years at new CBS building site 



WHO'S CALLING? — 

History show of CBS digging 



CBS i.s putting radio news tapes of 
the past 36 yeais to dramatic use 
at the site of its skyscraper under 
construction in New York. .\ series 
of top stories of each \ear back to 
1927, when CBS was founded, is 
part of an ehiborale sliow for side- 
walk superintendents as the SS-story 
building goes up. Each year is 
marked by a photographic panel 
illustrating the story of the year. At 
each panel the passer-b\- can lift 
a telephone to hear, for example. 
President Roosevelt at his 1931 in- 
augural declaring that "the onl\ 
thing we ]ia\e to fear is fear itself," 
or in 19-4] calling Pearl Harbor "a 
dav that will li\e in infani\, or 



50 



\\ instou Clunchill in 1946 coining 
the term, "iron curtain," in liis Ful- 
ton, Mo., speech, or President Ken- 
ned\"s "ask not what xour covnitry 
can do for you" appeal at his U)61 
inauguration. Pedestrians should 
ha\e plent\- of time to enjox CBS' 
historical panorama. The buildinir 
is scheduled to be finished late in 
1964. Designed b\ tin- late Eero 
Saarinen, it will be 491 feet high, to 
take its place among the tallest re- 
inforced concrete structures in the 
world. 

I'ntil now, sidewalk ob.servers 
liaxc been able to watch e.\ca\ation 
and earlx- work through a plexiglass 

ll'IlCC. 

SPONSOR I I ()( loiu K \%i 



'TIMEBUYER'S 
CORNER 



M«xlia jjcople, what they 
drc (loliii;, buying and uylng 
11 OctolK-r 1963 



■ BBDO (New York) adds two: Joiuic Murphy 
joined thi- BHDO media department 1 Octoln^r 
as a buyer for Dual Filter Tari'vtoii. Jonne was 
with Cumhiiiiier (New York*. Jolin Winkclseth 
returned to BHDO 1 Oetoher after a two-year 
tour with the Army. John has been assigned to 
the DuPont j^roup as a buyor. 

■ IRTS Seminar instructors announced: Tho 
hne-up of instructors for six of the eight Time 
Busing and Selling Seminar classes has been 
announced b\- Al Petgen. director of client re- 
lations at the American Research Bureau, and 
chairman of the Seminar committee. Subjects 
and instructors are as follows: FIRST: Broad- 
casting: Key to Markctiu<:, Era — Julius Barn- 
athan, v. p. & gen. mgr. .\BC Television Net- 
work. SECOND: Broadcast Research Basics — 
William McDonald, a.e. Norman, Craig & Kum- 
mel Int.; Frank Boehm, dir. of research & pro- 
mo., RKO General. FOURTH: Research in 
Planning and Buying — Joan Leah\-, asst. super- 
visor media cinalysis, BBDO; Hal Miller, v. p. & 
media dir. Grey Adv. FIFTH: Network Basics 
— Don Durgin, v. p. NBC Television Network 
Sales. SIXTH: The Rep's Job — Maurie Webster, 
v. p. & gen. mgr. CBS Radio Spot Sales; John 



Dickinson, v.p. HR&P. SEVENTH: Role and 
Functions of the Timcbuyer — Moderator: Sam 
Schneider, W'LW Railio sis. mgr., eastern div., 
Crosley; Panel: Mary Lou Benjamin, media dir. 
Helit/.er, Waring fit Wayne; Marie Fitzpatrick, 
\ixl\ media supervisor; Judy Fields, Compton 
timebu\er; Bob Bridge, SSC&B senior media 
buyer. Instructors for the Third and Eighth ses- 
sions will be announced soon. First session is 
set for 5:30 p.m. 29 October at CBS Radio, 49 
East 52nd Street, New York. 

■ Late word from IRTS: ,\s a postscript to the 
above report, the Ciorner has just gotten word 
that the instructor for the Third TB&SS, The 
Media Plan, will be Don lA-onard, Kudner's 
media director. 

■ Borden's is placing two products in test areas 
tliis month — Borden's Danish Margarine, and 
Borden's Kava, a low-caffein instant coffee. 
.Agency is DCS&S (New York). Borden's has 
been blossoming out in new products this year 
— claims that before 1963 is over, 3.5 new food 
products will have lx?en launched in test mar- 
kets, introduced in selected new markets, or 
put into national distribution. Half a dozen ad 



ART FISCHER: 

don't be afraid to try it 

"One mistake a lot of buyers make is to 
handle every buy the same way, that is, 
to rely on a buying formula," says Cole 
Fischer Rogow's (New York) president, 
.\rt Fisher. .\rt estimates SOI of tho 
agency's billing goes to radio and tv, and 
he takes an active part in timcbuying. 
Eschewing formulas, he says, "Every 
buying problem is a different problem." 
He feels it's danuerous to fall into a buy- 
ing pattern, that "many stations are being 
bought because of the audiences they 
had five or ten years a^o. or not bought 
because of the audiences they ouee had. 
He urges buyers to "keep up-to-date, 
have courage, use ingenuity . . . don't be 
afraid to try new ideas." .\rt explains that 
when CFR was formed, Lee Rogow was 



the timebuying expert, .\ftcr Lee's death 
in 195.5, .Vrt, who says he "knew nothing 
al>out radio and tv," waded into time- 
buying and has found a we;dlh of satis- 
faction and success utilizing his fresh 
point of view. .\rt and his wife and two 
children live in Manhattan. 




51 



TIMEBUYER'S 
CORNER 



14 OCTOBER 1963 



agencies are involved in the company's "new- 
product explosion." 

■ Squirt plans for fall: Squirt Co. (Sherman 
Oaks, Calif.) planning an intensive fall multi- 
media campaign with $1 million budget. Plans 
include radio and tv spots. Donahue & Coe (Los 
Angeles) is the agency; William R. Muller the 
account exec. 

■ KAUZ-TV, Wichita FaUs, market tour: An 

entourage of Dallas ad agency execs and station 
reps boarded a chartered bus (see photo below) 
and headed for Wichita Falls, Texas, for a 
weekend of fun and market study late in Sep- 
tember. Activities included a tour of Sheppard 
Air Force Base, where a demonstration of the 
Atlas Missile was seen. KAUZ-TV general man- 
ager Bob Hobbs hosted the trip, said the pri- 
mary purpose was to afford an opportunity to 
demonstrate to agency personnel and their 
clients the suitability of the market as a test 
area for tv campaigns, and to point out the wide 
variety of production facilities offered by the 
station. Are such market tours a success sales- 
wise? The report from KAUZ-TV says yes — two 
orders were received by commercial manager 
Hal Thompson before the bus returned. 




A. C. Gilbert's Autorama, electric road racing car with 
fly-over chichane, will be featured in 30- and 60-second 
tv spots in a national campaign to run until Cliristmas 

TV BUYING ACTIVITY 

^ A. C. Gilbert campaign started on some sta- 
tions in late September, will continue to pick up 
markets until the list includes about 50 top mar- 
kets for a full strength push at Christmastime. 
Five toys are included in the promotion: Auto- 
rama ( see photo ) , My Mixer, Tuggy the Turtle, 
Scrubble Bubble, and The Wing Thing. Spots 
are being placed mainly in action, adventure, 
and kid shows. New York stations WPIX and 
WNEW-TV started airing spots 7 October. 
Buyer lining up spots for the Gilbert campaign 
at BBDO (New York) is Bill Thompson. 

^ National Airlines buying prime and fringe 
minutes, 20s and ID's, in key national markets 
for a drive set to start 20 October. Duration will 
be eight weeks in some markets, nine weeks in 
others. Buyer is Bob Previdi at Papert, Koenig, 
Lois (New York). 



I 



THEY LEFT THE DRIVING TO KAUZ-TV 



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JOURNEY TO \V 

Dallas along with s 
the chartered bus 
Falls, Texas, are ( 
Neal, ATS; Jane 
Owen Elliott. ATS; 
Tracy-Locke; Ben 



ICIIITA FALLS: Media lolk iroiu 
tation execs and reps about to board 

to journey to KAUZ-TV, Wichita 
1-r) Jon Burkhart, KAUZ-TV; Jim 

Achor, free-lance writer-producer; 

Frank Tinkler; Mrs. Glenna Tinkler, 

January, Walt Brownfield Assoc.; 



.\Iri. George Harding, Mrs. Elliott, Mrs. Dean Hulse, 
Grant Adv.; Mrs. January; Mrs. Billie Brad\-, Van Rob- 
erts, Inc.; Conrad Brady, Interstate Theatres; Bill 
Hobbs, general manager, KAUZ-TV; Tommy Thomp- 
son, Tracv-Locke; Mrs. Kinneniouth; Warren Kinne- 
mouth. Ad PR; Mrs. Jeffords; Dave Jeffords, BBDO. 
Channel 6 was host to group for weekend 



52 



RADIO MEDIA 



RADIO REAPS CROP OF FARMERS 



TiiK K\KR-(.m)\viNr, dfluvie of sci- 
entific (arinini; tcchniciucs dc- 
iiKiiuls that tin- iiulix idiial kci-p 
ihitMNt of till- latest dcM'IopiiK'iits 
II his l)usiiu'ss. I low d(H's he do it? 
IK listeiiinn t«> radio. And, more 
-|)feilii.ill\. hy hsteiiiiii; to estab- 
isheil, aiithoritati\e mediuni-aiid- 
iinii-powered radio stations. 

A CVilar lUipids acNertising atjen- 
\ . \\ . D. L\()n Co., eoneernecf u ifh 
i laek of information about farm 
alio hsteninn hal)its, untlerwrote a 
iiidy to determine the nature of 
<iitral Iowa's f.irm Hsteninii aiul 
lie extent to which newly estal)- 
ished local stations had ctit into 
he farm audiences of the larue re- 
1 inal stations. 

The study found that tiie small 
tations made a dent in the iiii^h- 
uereil outlets' farm audience: 50 
' WHO, Des Moines, accordiuy 
< the study, is the dominant farm 
• it ion in central Iowa, with WMT. 
liar Hapids. and KM.\, .Shenan- 
ih (both 5 k\\ I. follow inij. Low- 
.iftai;e stations, in general had a 
nail jjerccntage of the total farm 
luiience. 
Dr. J. Robert Miller, marketinti 
irector of Lyon, pointed to the 
iiieruency, after World War II. of 
nail radio stations in the central 
vva reuion. Before that, he said, 
liners in the area depended in 
iFi^e measure on established, high- 
'wered radio stations for the tech- 
> al and weather information the\ 
I dci\. (lommentinii on the studv'> 
. biilts. Miller noteil that the farm- 
is "Ix'coming sophisticated in 
IS of the information on which 
can rely." Farmers seem to as- 
:iate authority and knowledge of 
Agricultural science" with l.ir<4e 
ktions. he said. 

Regional station farm directors 
farm newscasters ha\e \er>- 
|gh identification and listenership 
lou'Z farmers. In the stud> , \et- 
II WHO farm director Herb 
riU'ck was projx-rK itlentfied 
"r of the farmers within a 
-mile radius of Des Moines. 73"^ 
Iported listening to his broadcasts 
IV^' regularK and 26'f occasion- 
fy. WHO newscaster Jack Shelly 
correctK identified bv 73'~c of 



the sample .md listened to by TtFt 
— I6'i regul.irK , and lYo occasion- 
ally. 

• Within the l(K)-miie radius 
tlu-re are 27 .uu stations. Despite 
this, th«- stud) notes, WHO donii 
n.ifes the farmers" lisfciiiir.^; 

• Before 7 a.m.. in oiiK one 
county of the 47 in the KKI mile 
radius around Des Moines did .ni- 
other station ha\e a sh.ire of audi- 
ence ureater than \\II(). 

• Between l\:M) a.m. and !::«) 
p.m., three local stations in their 
home counties had a larger share 
of audience than NN HO. Two (»f 
them. K(()(;. (eiiter\ille. and 
kjW. \tlaulic. are 2.'S()-u.itt sta- 
tions; the third. KXF.I., Waterloo, 
has .50 kw . 

Other findings of the sur\ey: 

• W't of the farmers (juestioned 
lia\e radios in their luMues, and 70' > 
own more than three. 10'' own six 



or more. 7S'"r have radniN iii ifieir 
t.irs, and 2.'}*~r curry tr.insislors with 
them when uwuy from the house 
or barn. 

• I'i-.ik listeiiiiiu lime is from 
uoou-l2::(0 p.m. — SO'; listen tlieu. 
Sctond hijilu'st period is ():.M)-7 4i.m., 
with (>7'"f tuning in. .">7''t listen be- 
fore f>:.JO a.m. 

• farmers listi-u to r.idio for 
specific programs .it |>.irti( ul.ir 
times of the da> . 

• 94'i liave t\ sets. I lu-\ w.ilcli 
\er\ little durinu the d.i\. but turn 
to t\ .liter 7:.}0 p.m., when radio 
listetn'ng drops off to 17%. 

• I'armers fa\or t\ stations afTih*- 
ated with ( BS l\ for their even- 
in'4 viewiim: Mi' < turn to ( liS, .39% 
to .\B( .and32'i to .\B( . 

Till- l,y«)n study includcHl 874 
f.irmers within the lOO-mile radius 
of Des .Moines, antl its findiii'.is ,ire 
baswl on .>>5 usable returns. ^ 




WHN re-entering sporfs arenas 



Oi.n TixiK memories w ill be stirn-d 
.uiiong New York listeners with 
the return of WIIN to sports are- 
nas. F'ollow ing In several weeks the 
signing of the New York Jets .\meri- 
can League fcnitball entry for co\- 
erage In WIIN. the station has ncnv 
announced a two-year ctmtract to 
brt)adcast the New York Mets 
games. 

The 4 1 -year-old station was 
tagged The Statit>n of Champions" 
from its earliest days. Sam Taub — 
one of the leading sports commen- 



t.iti'iN. .iiiid b<>\in'4. b.iNk.< ib.tll, 
hiK-ki-y. and track from Madison 
ScjM.ire (harden. In later years, as 
WNK^M. the station broadcast 
Brooklyn Dodger. New York Giant 
fo<»tball. and New Y«irk Yankee 
games. 

Lookinu at the new Shea Stadium 
is John (". Moler. WHN president 
and general manager (Ieft>. with 
Mets' president C^-orge Weiss. 
BaseKill games wdl be siKmsori-d 
by Rheincold and Brown & Wil- 
liamson. ^ 



)"/14 OCTOBER 1963 



53 



RADIO MEDIA 



25-year-olcl copy theme sell^ 



AyVARTER CENTURY agO, il VOung 
Chicago cookie baking firm 
took a big plunge into an equally 
yoimg type of media buy, spot 
radio. Twenty-five years, and mil- 
lions of cookies later, Salerno Meg- 
owen is still putting the major por- 
tion of its ad budget into the senior 
medium, radio . . . and spot TV. 

Their remembrance line . . . 
"Mom-ee, I want a Salerno Butter 
Cookie" has become famous in Chi- 
cago. Not only are they still using a 
modern version of it, up until just 
two years ago, the originalK' record- 
ed, twenty-three-year-old spot was 
still being heard! 

WIND, Chicago, which has been 
running Salerno Cookie spots since 



the beginning, teamed up with Jack 
Scott of Scott & Scott Advertising, 
to commemorate their mutual 25- 
year Salerno association with a 
luncheon party. Guest of honor was 
the girl who recorded the famous 
seven word commercial, Florence 
Brower Fancy, flown from Cali- 
fornia for the occasion. 

Mrs. Fancy must certainly hold 
some sort of record. She recei\ed 
residuals from the original spot for 
twenty-two years. Somewhat small 
b\' present standards, her semi- 
annual $7.20 check was mailed to 
her regularly by the agenc\ , though 
the last few years necessitated some 
special tracking down to find her. 

Salerno's success with tlieir long- 



time radio relationship (they rose 
in size from 15th to first, now bake 
40% of the packaged cookies sold 
in the Chicago market ) has attested 
to the validity of adman Jack Scott's 
philosophy that "spot radio has re- 
mained one of our most effective 
means of putting over a sales mes- 
sage." 

The longevity' of the spot an- 
nouncement he created, a little 
girl's voice imploring, "Mom-ee, I 
want a Salerno Butter Cookie," 
backs up another of his tenets, 
"every spot should contain a good, 
strong remembrance line." 

In the case of tlie Salerno spot, 
there was never much question as 
to its remembrance \'alue. After the 



George Salerno and WINO's Howard Miller give veteran cookie "saleslady'Tlorence Fancy a taste of the product she advertised for 23 



: 



\ 







':y!P7^ 




r baking firm 



Salerno MegovA/en honors 
spot radio connmercial star 
featured on air for 23 years 



'irst Innr \iMrs iif stfady use. up to 
1(X) KtliTS a wcrk would pour in, 
'iskinjl to pU-asf take that "w liininii 
')rat off till" air. But h\ that liinc 
lif liiif had hfi-oim- a \\ iiuK C'it\ 
•atcli phrase and as one letter 
loted, in re(juestinij a respite front 
he sloiian. "\\ hen 1 <4o in a store, 
j ean t tliiiik of .iii\ oflicr hiittci 
'ookii'. 

I At about fh.if point, Seott i;.i\t" 
he s|)ot a rest and iniorporatrd the 
'lt)ijan into a sini;in<; jingle. How- 
ever, for at least a few weeks e\ery 
iear, the oriiiinal was resurreeted, 
until in H)61, it was nioderni/ed to 
jhe present MTsion to inehide the 
|iM)ther alonii with the little ijirl and 
jhe last $7.20 eheek went out to 



Mrs. Kane\ . 

l'"or almost all tluir tuiiit\-li%r 
M-ars in radio, Salerno h.is adhered 
to sonu' KM) spots a wt-ek. 

Kor lonmr than anyone at W I \ I ) 
can reniemher. there Itas alwa\s 
been a 52-week order. Creater busi- 
ness and an inereasinu ad buduet 
conipiiis.ited for r.itt- increases anil 
four years ago allowed for .t liki 
dollar amount in spot T\'. 

(lommentinu on .Salfrno s non- 
stop selu'dule on WIND, (General 
Manager Kd W allis stated. "If the 
suceessfid growth of our respective 
companies is an\ indication, this as- 
sociation has been a gooil one.' 
\\ e ri' gratified to see the impact of 
radio advertising indelibly confirm- 



ed thru the mc<lium s continuous 
use by tine of "iir ..Idi \i long-timt* 
.idvertisers." 

Cietiruc .Saifiito lnoKs at it tilis 
\va\; "Our twrntN -fi\«--\iMr stake in 
spot radio has pn»ved conclusively 
to us the potency of the medium. 
\\'»' wvTv sold on radio back in the 
earK lO's when our slogan mad*- us 
l.imous and were sold on it now as 
a prime mover of the .Salerno line. 

"Marketing has undergone rev«v 
lutionar\ changes during the past 
quarter centur> ." he continued, 
"but we feel that the use of radio 
ad\«'rtising has «-nabled us to keep 
pact- with ( hanginu deM-lopments 
in distribution. merchandi.sinu and 
consumer purchasing habits." ^ 



radio spot for Salerno Megowen (I), and with successor Denise Rogers (r) 




Co 




CO 



C3 



0. 




<1 





Raymond Smith to general 
sales manager at Mutual 

Ra>in()iKl W. Smith has been 
named general sales manager of the 
Mutual Radio 
Network. He 
comes from the 
National Ad- 
vertising Co., 
subsidiary of 
Minnesota 
Mining & Man- 
u f a ctur ing, 
where he be- 
gan as assistant 
director of op- Smith 

erations in 1949. He was named re- 
gional sales manager tor NADCO's 
Eastern region in 1955, and was ap- 
pointed general manager of the 
newly formed Poster Division in 
Fort Wayne, Ind., the following 
\'ear. 



NEWS NOTES 



KGRB goes on the air at fair: A 

new radio station, KGRB, West 
Covina, Calif., went on the air 25 
September at the Los Angeles 
County Fair. This was one of the 
first times a station ever began 
broadcasting from the groimds of 
a county fair, according to Robert 
Burdette, president and general 
manager of Robert Burdette &: As- 
soc, owners of the station. Bur- 
dette, for more than 25 years the 
owner of General Sound Engineer- 
ing Co. of Hollywood, is associated 
in ownership with Dr. L. Paul Res- 
nick, Los Angeles physician, and 
his brother, Edward Resnick. The 
new outlet, broadcasting at 250 
watts on 900 kc, and with its call 
letters standing for "Good Radio 
Broadcasting" in the San Gabriel 
\'alley, will feature "good popular 
music" combined with news and 
sports coverage, with special em- 
phasis on local events. After the 
fair, KGRB will broadcast from its 
new studios located on 134 acres in 
West Covina, utilizing 245 foot twin 
diri'ctioual (ransmifting (owers. 

Wometco income up: For the first 
36 weeks of 1963, Wometco Enter- 
prises reported net income after 
taxes was up 15.1? ()\er the same 
period in U,"62. to SI. 514,068 as com- 



56 



pared to $1,317,031. Per-share earn- 
ing for the period ended 7 Septem- 
ber was 81.04, up 13% over the 95 
cents earned through the thirc 
quarter of last year. (Per-share 
earnings have been adjusted for the 
30% stock di\idend paid 21 Decem- 
ber 1962.) Gross income was $14,- 
826,918, up 13.2% as compared tc 
$13,099,915 in 1962. \\'ometcc 
recently finalized an agreement tc 
purchase for cash all the capita' 
stock of the Coca-Cola BotUing 
Works of Nashville. The multi- 
million-dollar transaction is the 
largest single acquisition ever made 
by \Vometco. 

Metromedia cashes in on high fi 
nance: There are all kinds of finan- 
cial successes, not the least of then- 
being the annual awards which 
Financial World magazine gives foi 
the most attracti\el\' preparedJ 
stockholder reports. MetromediaSS 
nabbed the first place in the broad-l 
casting categor\- in this \ear's 23rd' 
annual Report Sur\e\- and John W^ 
Kluge, president, will accept a 
bronze Oscar-of-Industr\ trophy at 
the banquet 30 October in NeW' 
York. More than 5,000 annual re- 
ports were reviewed in 97 cate-f 
gories in the 1963 competition. In 
broadcasting, CBS was runner-up' 
to Metromedia, while AB-PT placed 
third. 



New ABC affil. KZUN. Spokane 
Wash., became an ABC prinian, 
affiliate on 7 October, \\ith the net- 1 
work hour rate 880. Station operates 
with 500 watts days on a frcquenc\' 
of 6.30 kiloc\clcs. .Xlthough this i? 
a da\ time station, the fact that il 
operates on Pacific Time permits 
it to clear for practically all Trans- 
continental programs. 

Rust Craft earnings revixe: Rust 

Craft C^rectiug C'ards reported netj 
sales of $33!66S,()(X) for the 12] 
months ending August 1963 with 
sales of $28,273,700 for the 12 
months ending in .\ugust 1962. Net 
operating earnings after taxes were 
$640,200', or 88 cents per shi 
compared with an operating lo.ss 
$705,900 in the 12 mouths endi' 
.\ugust 1962. The figures cxcludo 
ncm-recurring profits of $110,000 in 
the 1963 period compared with Sl.- 
,356.700 in the 1962 period. The 
1963 figures include a full \ear of) 

SPONSOR 1 1 ocTOBrR 1963 




lies .111(1 (•.iniiiiu l)\ Hiist (jahs 
K \slv-ac(iiiiri'(l hroaikastin^ (livi- 
i.)ii, wliilc fimin-s lor tlir prc\i()us 
I ,11 iiK ludr only six montlis hroad- 

istiiiu o|ni.itioiis 

\SI\ l\I U(UN to 1()(),(MH) uatis: 
\sl.\-l\l, Nasln ill.-, Irmi.. 
ni.idi astinii at !^)7.9 mc, hoostcil 
K tr.msinittiun powt-r to 1()().(XK) 
\.itls aiul added 22 addition. il 
miirs ol stcrcoplionif hroadc.istinii 
>.r \vi'«'k— hrinnini; the ucrkly to- 
il to :W hours ol .stiTfo. \\ SIXKM 
N on tlif air from 8 a.m. to mid- 
•jit d.iiK. Power cli.miic w.is 
iilr l.itr in .Srptcnihcr .liter in- 
ill.ition ol .1 new .intcnna. 

iiK.i Host to (li.stalFcrs: TiiK.i will 
the site ol llic UKi I annual lon- 

iition ol Anirric-.m \\ omen in Ra- 
lo .111(1 Tcli'vi.sion. lleadtjnarters 
ill he .It the .Mayo Hotel, from 
pril .)()-May '5. Saidie .Xdwon, ac- 
nint executive, KTUL-T\', Tulsa, 

.lener.i! ih.iirni.m of the con\en- 

II. 

oulhcrn stations sold: Hlaekhurn 

("o. reeentK' brokered the sale 

I hotli \\\.\(). Home. Ca.. and 

. HKB. I .ill.ihassee. Former sla- 

'>n was sold hv Mitehell Melof for 

'">(),(KX) to C'lark(> Hroadeastin<.I. 

lied liv Randolph Holder and 

lioin.is l,lo\cl. The Tallahassee 

itfit was sold h\ limerson Browne 

• $120.(XX) to Don Price. 

(|uipment lirni purchased: Stand- 

1 Klectnmics Corp., which spc- 

ili/es in the manufacture of radio 

id tv transmittinii e(inipinent. has 

?n piireh.ised !>> its former \ .p. 

id jjencral manager, William II. 

Iger. Under its new ownership, 

firm will move to a new pl.mt 

Monmouth C'ounty, N. J., about 

January U)6-4. SE designed and 

lilt what it reports to be the first 

kw t\ tr.uismitter in the world 

k \VOR-T\ . New York. 



NEWSMAKERS 

John Bri'b.\keb to general mana- 
^r of WFVI. Garden Cit> . N. Y. 
was formerlv general sales m.m- 
^er for WFBG-T\- AM-FM. Al 

ana. 
I Harold Gohk to \ice president 

Johnston-Taxlor Broadcasting. 



Willi \M l\ Hi II i(. .Sit. to the 
sales stall ol \\|)(.V Minneapolis- 
,St. Haul. 

Hon l*iu( i: to s.des in.ui.igcr ol 
k.(!H.S. .S.in I'ramisK). He was with 
( HS l\ .St.itions National Sales. 

John H.m.ky to acx'ount executive 
lor the rr.iiiseonlineiit.il Div ision ol 
\IU III llolKw.iod. 

I'.. I'm I Hint II \ to director ol 
r.idio s.ilcs s(r\i(c .it (iKl.W. De- 
troit. 



.'\i \N FiM iii.u< to station niaiia- 
Rcr of KGI.M and KHK;. 1^ An- 
geles. He was dir«-< lor of tlic Award 
Programs Di\ision ol .NTA. 

(iMU Dwi.s to aiioutit executive 
..I W KHK. Clevelanil. 

IwiKs L. Shannon' to tlie sales 
St. ill of KDKA, Pittsburgh. \\r was 
n.ilioii.d s.iles ser\itf repr«Miif:ifivc 
lor WIIC-TV. Pittsburgh 

Pnu {.'orsiNs IImu'mi to Jll.l^l.lln 
ilire( tor ol WMH, New York 



FREEDOM of tlie air 

(/// (diloridl 

KN'II.. Dallas, is a station that belie\es in edilori.ili/inu. 
ShorlK after John ( o\ le, who in addition to beiim prisident 
of the station is also a member of the N AH l^oard, framed the 
N MJ-adojited Coyle Resolution desiuned to a\% aken the |)ublic 
.111(1 lliiir eli'cted repres(ntati%es to the danuers of uoveminent 
eneroachinent on tlu- American s\stem of free bro.idc aslinu. 
this editorial was broadcast o\er K\ IL. Its author: John (ioylc. 

]Vh( n our Ship of State cotnmissioticd first 

for its uncharted sea, 
To the crew each Founding Father said: 

"You people hark to me! 
One law, immutable, we write to underwrite success: 
Let no man's itchin<: fin^,crs nuir the freedom 

of the press." 
The politicians squirmed and cried and battled, 

tooth and claw. 
But the freedom of the press remains immutable by late. 

The Founding Fathi rs km u- too icell 

what governments can do 

To stop the printed page and blot its nussagrs to you. 

They could not know new means would come, 

in transmitting thought to share 
.And that they should have guaranteed 

the freedom of the air. 
So today the politicians grin as, inch by inch, they go 
To limit thought that ice may hear at home by radio. 

The sanctity of the printed word by law we guarantee; 
Surely as much the spoken word is entitled to be free. 
Xot words but thoughts all tyrants fear, 

the things that words may say: 
Hestricting thought in any form is a threat 

to freedom's way. . . . 
.\'o law nor rule should bar the thoughts the 

radio waves can bear. . . . 
Our \ation now should guarantee the Freedom of the Air! 



lAAA«Aa.AAAa-t>&JU 



W/14 OCTOBER 1963 



57 




SYNDICATION 



^Cowboy & The Tiger' 
in can for lioiiday air 



TAPING is complete for a new one- 
hour special its backers hope 
could be The Wizard of Oz of this 
generation. The Cowboy and the 
Tiger, commissioned by Helitzer, 
Waring & Wayne, New York agency 
specializingin children's advertising, 
is in the can for telecast Thanks- 
giving Day and an 8 December re- 
peat. This could be the first of an- 
nual re-runs if the show fulfills its 
backers' hopes. Five national ad- 
vertisers will sponsor Cowboy and 
the Tiger: Irwin, Transogram, 
American Doll & Toy, all through 
Helit/er, Waring & Wayne; Nestle 
through McCann-Erickson; and 
Miles Labs through Wade. Nego- 
tiations were still under way last 

"Beaver" in strip stage 

Three out of every four stations now 
signed for MCA TV's syndicated 
Leave It To Beaver series will strip 
it five days a week. A survey by the 
film company's research depart- 
ment also found that most of the 32 
stations stripping the program will 
schedule it in late afternoon or 
early evening hours. There are 234 
half-hours of Beaver in syndication, 
after six years on network (five on 
ABC; one on CBS). 



58 



week with ABC TV for the two 
showings, and a 25-market spot 
plan kept in readiness in case the 
talks were unsuccessful. To star in 
the musical, designed to appeal to 
all ages, HWW recruited Paul 
O'Keefe, 12-year-old singing star 
of the Broadway musical, Oliver. 
The young cowboy is shown here 
on the set with agency principals 
Melvin Helitzer (1) and Andre 
Baruch, vice president in charge of 
television and radio. David Wayne 
and other Broadway names fill hu- 
man and animal roles alongside the 
young cowboy. Music and tv script 
for Cowboy and the Tiger are b\- 
Harold Beebe, who adapted the 
show from a Wallace Gray play. ^ 



NEWS NOTES 



Heater to tv: Winnebago Produc- 
tions, Rockford, 111., has announced 
the availability of The Gabriel 
1 1 caller Show, a series of 110 five- 
minute programs on tape, each one 
with a .self-contained message of 
"inspiration." The series is designed 
for stripping, both as a five-minute 
entr\' and as a feature in local news 
broadcasts. 



Consolidation: The tv division of 
United .\rtists Corp., until now di- 
\ ided into the two firms of United 
-Vrtists Assoj:;. (syndicated featurt 
films) and United Artists Television 
(network and syndicated series), has 
lieen consolidated into one UA sub-, j 
sidiary called United Artists Tele | 
\isi()n. Staff remains the same. 

Drug Center sponsors syndic mov 
ics: Skaggs Drug Center, a large 
chain operating in 11 western states, 
is taking on full sponsorship oi' I 
Se\en Arts' "Films of the '50's" or 
KSL-TV. The buy is one of th( 
largest in Salt Lake City history. 

On another Seven Arts sale; 
front the new half-hour documen 
tary, Churchill, the Man, has re 
cently been bought by seven mon' 
stations, making a total of 18. Th< 
special was recently approved b} 
Churchill at a private .screening', 
may not be telecast during his life 
time. 

The syndicator's En France series 
of 26 half-hour French language' 
shows has been sold to 12 men' 
stations, bringing the total marker 
count to 59. 



le<f 

i 



AA's sales exploit: Allied .\rtist 
Tele\ision's most recent package c 
12 science fiction features, call( 
The Exploitables. has been booke* 
by 51 stations, following the sale 
the original group of 24 to inor 
than 100 stations. Other large sale 
were made b>- UA-TV, Econome 
Television Programs division, amon 
others. Company sold Stoney Burh 
the hour series based upon the e^ 
periences of a rodeo performer, i 
20 markets. 



NEWSMAKERS 



Ch.arles Green to director wit 
Sarra. He was pre\iously a free 
lance director. 

Red Cox to creati\e director an 
producer with WCD Production 
lie was formerh' with Sarra. 

Hehbert I. L.AZARUS to \ icc pres 
dent of Teles>Tid, a di\ision ( 
Wrather Corporation. 

CiiET Collier to general man; ^ 
ger of WBC Productions and e: 
ecuti\e producer of "The Stev, 
Allen Show." He is currently pre 
gram manager of KYW-T\'. Clev<, 
land. 



SPONSOR II OCTOBER 196j 



STATION REPRESENTATIVES 



AD AGENCY HEAD URG 

BY Dl 



PAYING 
BUY 



Attacks local rate card at RAB meeting 



RADIO M AIIONS uiiicli si'll cUn'ct to 
an aclvrrtist-r at the local rate 
^holllll still pay their r<'presentatives 
\sln) call on the account a loni- 
iiiission. sa\s William 1.. S.nihorn, 
Mfsident of W'inius-Urandon Co., 
; Louis advertising agency. He 
iide the proposal while attacking 
M" of the local rate card for spot 
idio advertisers, during an HAB 
nanag(Mnent conference last week 
tt Omaha. 

.\nother solution offered by San- 
">rn to protect rep commissions is 

r national reps to "get a firm com- 
iiitment that a station will not and 
mnot cut them out b\ selling at a 

'va\ rate to ad\ertisers they ( the 
cps) call on." He conceded this 
vas a "pretty drastic" solution, but 
tressed that "if all national reps 
vcre firm on this, the stati*)ns woidd 

) along." 

Sanborn described his first pro- 

isal for pa\ ing commissions to by- 

issed reps as "somewhat more 
iiactical," and suggested the reps 
)e paid either a full or half-com- 
nission in this instance. He noted 
liat "a lot of stations are already 
loing this and, as far as we can see, 
t's working out very well. This cer- 

liiily helps us, as we can be com- 
iletely honest with the national 
I'ps who call on us." 

Kmphasi/ing that as long as the 
double rate card system" is used 
lis agencN u ill seek to get the lower 

ite, Sanborn noted \\-B bills "a 

ittle o\er $.3 million" per xcar in 

)roadcast media, of which some 

I'li'SK is in radio. 

" "In ever>- case," he said, "we tr\ 

I get the local rate for our client. 
f we can't uet it — fine — we can't 
-ct it. But when we can get the 

'cal rate, we do so — and the na- 
lonal rep loses his commission. We 
<'el \tT> bad about this, as na- 
ional reps are important to us. But, 
^ e must make the best buy we can 

T our client — or lose him, which 
iiirts us all. 



i\(' lallcd it a local rate, but 
you could also call it a cut-rate, or 
lu'low-rate card. But, whatever you 
call it — it's the .same-. W'e deplore 
the situation, but we fiuht for it as 
hard as an>-one. if we don't fight for 
the local rate and a competitive ad- 
Ncrtiser does gc-t it, we ha\c'n"t been 
completeK honest with our client. 
.\nd worse, another agenc\' could 
walk in and take the account awav 
from us, w ith such information in its 
hand." 

Turnin'4 to ratings, Sanborn in- 
dicated he was less than excited 
with data showing just the number 
of people who listen. What's 
needed, he said, is more detailed 
breakdowns of the types of listen- 
ers each station attracts. He cau- 
tioned against using ratings "as a 
drunk usc\s a lampost — for support 
instead of illumination." 

For a product like Pepsi-C'ola. he 
said, a head count is sulfi( ient. "iiut 



\\v also got some accounts like 
Blue Cross, Wabash Hailroad, and 
Frisco Hailroad, where I'm apix;al- 
iug to a specific group of |x-<iplc: 
hiuh-le\cl executives. When buying 
for the.se clients, I don't really care 
which station is the most popular. 
I w.mf the st.ition that has the pro- 
graming th.it .ippe.ils to thise peo- 
ple." 

Sanford also disciissicl wli.it he 
felt m.ik«'S a gixnl media salesman, 
noting that comparcxl to print me- 
dia salesmen the radio seller is a 
"different breed of cat. The radio 
representati\('s are youni»er. sharp- 
er — they e\('n dress Ix'tter — have 
more enthusiasm, and don't mind 
tr\ini: something new or different 
. . . When you canipare radio reps 
to newspaper or outdcH)r jx-ople, 
\(iu find a certain stcxiginess or re- 
sistence to change in effect (in the 
latter)." 

One possible re.ison for radio 





WELCOME ABOARD, AND GOOD HUNTING 








i 


\ 










11. 






( us n.ulm iicfvMirk 
iu-\\ additions to liis 
ollit-r NM-II ill llifir n 


salrs N p. (.form- Vrkrilix urnlrr' >(aiici\ l>» n\ iwo 
\»alf . Tom B. \N atvoii 1 1 > and Ron B. THu\ wi»h c«ch 
f\* sail's |H>sts. NN'atson, fonncrU a nirdia buscr (or 




HHDO and liati 
( hie au<<. » as a 


s. \» 

>ron 


ill work uith »lu- NY. sti 
lo siM-iialisI Willi ^^^)\V. < 


iff. Titus, who s»ill hr in 
>inaha 











PONSOR 1 1 ocroBFR 1963 



59 



STATION REPRESENTATIVES 



reps being what they are, says San- 
ford, is that "radio, of all media, 
has to be sold. The tv reps quote 
rates and avails and ratings, and 
you take \ our pick. Newspaper and 
outdoor people have rates and posi- 
tion and locations to quote, and 
very little competition — so agam 
you take your pick. But in radio, 
you've got to sell programing — per- 
sonalities — salesmanship of d.j.'s — 
and an invisible audience. In radio, 
you need a gu\' who can sell cre- 
atively." 

He adds that the only ones who 
come close to radio reps are those 
for consumer magazines — "possibly 
because these magazines have been 
having a tough time lately and need 
aggressive people working for 
them." ^ 

Reps find few new sales 
from option time axing 

The FCCs axing of network option 
time last May hasn't had any appre- 
ciable affect on rep firms thus far, 
according to nine of 12 quizzed on 
the subject last week. On the other 
hand, spokesmen for the three re- 
maining companies said they saw a 
definite efi^ect in the rise of national 
spot sales at the stations they repre- 
sent, stemming from the FCC rul- 
ing. 

H-R Television national tv sales 
manager Jack White seemingly 
spoke for most of the major rep 
firms as well as his owti company, 
when he said succinctly that H-R 
has felt "no affect (of the ruling) 
so far," and "doesn't expect it to 
have much affect in the near fu- 
ture." Or as TvAR v.p. and national 
sales manager Marv Shapiro put it, 
the ruling is "academic — there have 
been no changes, and it is not likeh' 
there will be any." Advertising 
Time Sales v.p. Jack Thompson 
pointed out that at this stage of the 
fall selling season, since market-by- 
market ratings aren't out yet, pre- 
emptions of weak network proper- 
ties have not occurred. "So far," 
says Thompson, "there's been no 
real change in the total amount of 
time available for national spot 
sale on ATS' 20 represented iv sta- 
tions." 

A number of the reps quizzed 
went along with Thompson's think- 
ing in that although they hav(> seen 
no affect so far, time alone would 
tell whether stations would decide 



60 



to drop network shows that prove 
to be weak \ehicles, in order to 
substitute national spot carriers. 
There was the feeling too, among 
reps, that stations which have drop- 
ped network shows to schedule 
movies or syndicated shows in 
prime time, would have done so, 
ruling or not — that the ruling, al- 
though giving the stations a strong- 
er \ oice, actually was in no way re- 
sponsible for the changes. 

Among those reps sharing a dif- 
ferent opinion on the affect of the 
demise of network option time, 
Avery-Knodel sales v.p. Bob Kizer 
said: "a number of stations have 
been courageous enough to put in 
movies or syndicated shows where 
they wouldn't have before, giving 
more time to national spot." He 
hastened to add that this certainh' 
doesn't necessarily apply to all mar- 
kets. He does feel that where sta- 
tion people in the past would have 
hesitated to do so, they have now 
dropped network shows they feel 
aren't doing well, and substituted 
shows involving national spot. 

Another rep general sales man- 
ager said his compan\- has definitely 
already garnered additional reve- 
nue because of stations pulling the 
plug on network shows and airing 
spot carriers. He went on to com- 
ment that no one wants to weaken 
the networks, that the ruling may 
instead strengthen them by forcing 
them to weed out weak shows be- 
fore they even reach the picture 
tube. Or as he put it, "Now there 
can be no such thing as a 'fill pro- 
gram.' " 

Gene Sumner, president of E. S. 
Sumner reps, says his compan\ 
sees a continuing trend towards 
spot carriers in place of network 
programs, "applauds the trend," 
and expects it to gain momentum 
"as production facilities become 
more unixersal." Summer went on 
to say that "individualized program- 
ing in prime time is the perfect op- 
portunity for stations to give a local 
market flavor, rather than a 'naticm- 
alized flaxor' in their maximum au- 
dience periods, and it also proxides 
a tremendous potential for increas- 
ed national spot sales." 

NEWS NOTES 

Two indie's change reps: Roger 
O'Connor, relatively new station 



representative, swelled its list with 
two big-market independent sta- 
tions. KT\^\\'-TV, Seattle-Tacoma, 
and KCTO-TV, Denver. The form- 
er had been repped by \\"eed, and 
the latter by Adam Young. Other 
rep appointments include WICC 
and WJZZ (FM), both Bridgeport, 
to Bill Greed Associates, for New 
England sales; KFEQ (AM & TV), 
St. Joseph, Mo., and KLIK, Jeff- 
erson City, Mo., to Avery-Knodel. 



NEWSMAKERS 

Dan K.atz to the New York tele- 
vision staff of the Katz Agency. He 
was formerlv manager of WMT- 
FM, Cedar Rapids. 

Charles R. O'Malley to sales 
executive at Stone Representatives. 
He was a salesman for Pan Ameri- 
can \\'orld Airways, Socony-Mobil 
Oil Co., and T. J. Stevenson. 

H. G. (Buck) Harris to account 
executive at Ohio Stations Repre- 
sentatixes, Clexeland. He was with 
WDBJ, Roanoke. 



WHO'S GOT 
THE AUDIENCE IN 
THE ARK-LATEX? 



JUST 

GET THE "BOOK" 

(ARB or NSI) 

AND SEE! 



...AND YOU'LL BUY 
THE TOWER OF POWER 




CHANNEL 6 NBC FOR 
SHREVEPORT 



SPONSOR/ 14 ociOBER lW:i ! 



WASHINGTON WEEK 



Newi from natton'f 
capital (>f tpccUl 
int'Tcat to admen 
14 October 1963 



■^"^ ^TC has won a second Appeals Court decision in its case against the 

1960 Rise shaving cream tv commercials , but the agency has been told 
to rewrite the order exonerating non-deceptive use of mock-ups. 

In what should be a classic counselling on KTC treatment of the whole 
mock-up question, aptly-named Judge John Wisdom of the Fifth Circuit Court 
of Appeals begins summation for the three-man court this way: 

"Everyone knows that on tv, all that glistens is not gold . On a black 
and white screen, blue looks white: the lily must be painted . . . Coffee 
looks like mud. Real ice cream melts much faster than that firm but fake 
(mashed potato) sundae." 

The fault lies not in the mock-ups technically necessary to represent 
a product or its function before the tv camera — but in commercials using 
them to disparage competitive products unfairly, and deceive the viewer. 
The Appeals Court found Carter Products' Rise commercial, discontinued in 
1960, in the unfair category. 

^^ ^^Q primer embodied in the court decision will guide not only the FTC 

but also sponsors and agencies. 

The court rejected the innocent bystander plea of agency Sullivan, 
Stauffer, Colwell and Bayles, Inc. The agency has been associated with 
Carter Products for many years, and had managed the Rise account too com- 
pletely to claim innocence. The court did suggest limiting agency involve- 
ment in the FTC order to the Carter Products only. 

itit ^^Q court also backs the FTC stand that the agency must push to the 
bitter end even in cases where a commercial may have long been dis- 
continued. 

Court agrees with FTC that an order against a particular commercial 
is valid only against the one instance — similar instances must be fore- 
warned. 

it^ As in the earlier Colgate-Palmolive Rapid Shave case, the court sug- 
gests milder wording of the FTC order to avoid penalizing mock-ups 
in general. 

The court suggests that the FTC order barring mock-up demonstration 
in the Rise case eliminate the word "genuine" as a requirement. It could bo 
interpreted to mean that any use of substitute materials In tv mock-up was 
illegal. 

At the same time, advertisers are warned not to use substitute mate- 
rials unless they are necessary to overcome photographic problems, and to 
use none which have distorting effect disparaging to other products. 

The Rise commercial represented "ordinary lathers" by a water-foam 
mixture that collapsed almost instantly. The concoction did not truly 
represent properties of any other shaving creams in competition with 
Carter Products, the court held. 



61 



^WASHINGTON WEEK 



14 October 1963 



I 



^^ "Fairness time" demands from battling conservatives vs. liberal- 
labor forces may make the occasional broadcaster headache on politi- 
cal "equal time" seem like nothing at all. 

Demands for free or paid Fairness Time on controversial issues looms 
as a year-round proposition. 

The AFL-CIO has urged member locals to monitor radio and tv programs 
more carefully, to garner answering time against rightist programs like 
"Life Line" commentaries — which run on some 300 stations. Labor is de- 
lighted with FCC's assurance in recent fairness doctrine spellout, that 
both sides of controversy must be aired. 

•^^ Al Zack. AFL-CIO public relations director, recently called on all 

central labor councils to reap more air time. 

"This FCC ruling makes it clear that the stations must provide free 
time to our side where we don't have the money to buy time. If we are alert 
and monitor these programs properly, we ought to be able to get our views 
on the air much more often. " 

-jl^^ In the conservative camp, Sen. Strom Thurmond (D. , S. C. ) quotes Dan 
Smoot 's call to arms for fairness time for the right wing. 
Thurmond put into the Congressional Record lengthy quotes from the 
Smoot report, which is condensed for programing in 33 tv stations on the 
west coast under Ross Pet Food Co. sponsorship. "Conservatives could 
really convert this provision (the FCC provision for adequate response) 
into something effective for our side." 

Smoot urges local organizations for the protection of conservative 
opinion in broadcasting (OPCOB) to draw up lists of the controversies on 
which they will demand equal answering time, and transcripts of any re- 
lated programs. 

^^ NAB will try to help broadcasters bogged down in controversy ques- 
tions during first 1965 fall conference in Hartford, Conn. 
Howard H. Bell, NAB v-p. for planning and development, will moderate 
a joint radio-tv panel discussion on "Controversy on Your Station and How 
to Deal With It." NAB President LeRoy Collins and staff members will form 
a panel and take questions from delegates in the conference round-table 
session which will end the day-and-a-half meeting. 

^^ In the broadcasters' own in-ranks controversy on what to do about 
commercials, the Collins public- interest viewpoint picked up another 
vote last week. 
Stockton Helffrich, manager of the N. Y. code office of NAB, urged 

broadcasters to strengthen their stance on self-regulatory improvements. 

If broadcasters show some real concern for the audience as well as for their 

own industry — the audience may show more concern for keeping broadcasters 

in business, and oppose FCC regulation, said Helffrich. 



62 



Live and Lively! 

For 8 years we've been Local. Live and Lively. When you buy this television station you buy 
a slice of the lives of people in Central Iowa. We hit "em where they live! Take a look at our 
Monday through Friday Log of live telecasts — 



6:40 to 6:45 Pastor's Study 

Ministers discuss daily life and religion informally 

7:15 to 8:00 Bill Riley's Breakfast Club 

Over 71,500 family members now' 

9:30 to 10:00 Keep Trim 

Probably the only Physical Fitness Program conducted by a 
Football Coach and his wife. 



12:00 to 12:05 



Don Soliday News 



A major TV Newscast with plenty of pictures, videotape and 
ocal film. Includes weather and markets 

12:05 to 12:15 On Camera with Russ VanDyke 

jr News Director gets the manonthe street's opinion of 
jrrent news events. 

12:15 to 12:30 Don Soliday Show 

Such features as handicraft instruction, helpful informa- 
tion from the Credit Bureau and Better Business Bureau . . . 
' depth interviews with local people in the news. 

1:00 to 1:30 Mary Jane Chinn Show 

ftiost half of the program daily devoted to a fashion show, 
so. sewing, cooking and gardening hints by authorities. 
iok reviews and a weekly report from the State Women's 
abs 

3:45 to 3:50 Walt Reno plays "0 Gee" 

new game that our viewers can play at home 

3:55 to 4:55 Variety Theater 

Cub Scout. Brownie, or Blue Bird group are Bill Riley's 
.;ests every weekday. Films such as "Cartoon Classics" 
"d "Mickey Mouse Club." 

4:55 to 5:00 TV News with Dick Eaton 

''ells of upcoming and tonight's TV programs of special cul- 
:ral. CIVIC and educational interest. Of regular programs 
d guest stars, too. 

6:00 to 6:10 Paul Rhoades News 

Local and regional News by our veteran Managing News 
Editor. 



6:10 to 6:20 Don Soliday News 

Our own interpretation of what is important on the world and 
national scene . . . completely written and produced for the 
Central Iowa Viewer. 

6:20 to 6:30 Bud Sobel Sports 

Late scores, sports news, and features with emphasis on the 
local schools and athletes. 

10:00 to 10:2.0 Russ VanDyke News 

The highest rated local newscast in a multiple station mar 
ket. Russ Van Dyke, our News and Public Affairs Directo- 
has been with KRNT for over 20 years 

10:20 to 10:30 Ron Shoop Sports 

Our Sports Director features interviews with txjth local and 
national athletes, coaches, and sports figures. Of course, 
the latest scores and sports news. too. 

ALSO LIVE: 

Sundays 10:30 a.m. Central Iowa Church of the Air 

Ministers, Choir Directors, Organists and entire church 
choirs from all over our area present this service 

Sundays 5:30 p.m. Iowa State Fair Talent Search 

Talented teenagers from all over the state in competition 
for $2,000 put up by the State of Iowa. Over 52 shows in 
local communities are conducted in conjunction witti ttiis 
program. 

Tuesdays 6:30 p.m. People's Press Conference 

The most outstanding community service program in Cen 
tral Iowa. Viewers phone in their questions to leaders and 
authorities on vital city, county and state issues 

Fridays 10:30 p.m. Mary Jane Chinn 

Primarily an entertaining interview show with interesting 
guests, local, regional and national. They come from all 
fields — Politics. Medicine. Show Business. Government, ttie 
Fine Arts. 

Saturdays 5:00 p.m. Talent Sprouts 

Talented youngsters from 2 to 12 are given the opportunity 
to perform. 



This schedule isn't the new Channel 8 Look for Fail. 80% of these programs have been 
on for over 5 years. Many since KRNT-TV went on the air in 1955. 

Our program philosophy has been "Local, Live and Lively" from the beginning. Not only 
because we thought it serves our community best ... it also SELLS for our clients best. 

Live and Local KRNT Television with its survey-proved "most accurate news" and "most 
believable personalities" creates enthusiasm for products. It generates buying excitement. 
That's why KRNT-TV continues to do around 80% of the local business year after year after year. 

Buy this Local, Live, and Lively station. You'll get action fast. 



KRNT-TV 

Channel 8 in Des Moines 

An Operation of Cowles Mje«;ines jnd Brojdcjsting, Inc. 
Represented by The Kit/ Agency 



■.. 


.*••«..„ 


— — 


1 


»». 




M 




1* 


if- 


■ 


*~^ 


■- .1. 








Reach 'em with a SPOT OF tA 

{the "homes reached" station In PIttsbull 

For an A.M. coffee break or P.M. sr:^ 

TAB -time is prime time for viewei^ 

America's 8th largest md0 



Check your Katz representative. You'" 

TAB up among the leaders in low cost-per-thOi.: 

homes reached. Daytime or nightimt 

Take TAB and 



wTae 



CHANNEL 

Basic .-^.. • :■■■ 
lis THE KATZ AC^m 



II 



40c a copy and $8 a yeai 21 OCTOBEk 1963 

SPONSOR 



The big market 
for good music: 
adult, affluent, 
influential p. 41 



THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE CONTENTS— see p. 6 



""1 ^'^^"0^^;: 




LL ABOARD 
HE *5:15 

. leaving the Twin Cities daily, bound for variety. 
la, comedy, news, weather and sports. 

fe great stars and shows of KSTP-TV (Channel 5). 

aboard . . . The Lieutenant. Mr. Novak, Bob Hope. 
[indl, Mitch Miller, Dr. Kildare. Bonanza and many 
)re . . . bringing you the brightest entertainment in 

Northwest. 

[so riding first class are the stars of KSTP Radio (15 
your dial). Steve Cannon. Jane Johnston, Brooks 
bnderson. Kit Ryberg. Marv Henry and the rest — the 
lest talent in the market. 

kmbined with the outstanding news coverage that has 
Vde KSTP Radio and TV famous, the 5:15* provides 
kales ride vou can't afford to miss. 



So catch the 5:15*! It's the most effective, most depend- 
able vehicle for your selling message in the Northwest. 
All aboard! 




IDO^O 



Rrprf;nr!»pH riTmn.ilK hy Edward Po'ry ft f'r. 

CHANNEL KILOCYCI-ES 



* 





TELEVISION 


RADIO 


MINNEAPOLIS- 


ST. PAUL 


HUBBARD BROADCASTING, INC. 



'/> 



mm 



MISS il 

MICHIGAN 




...if you take tHe cue from Carol Jean Man Valin (IMiss IMictiigan '62). 
No matter what league your product is in, check the record books 
(ARB and Nielsen). ..they prove you will miss Michigan without WJIM-TV 
...for over 12 years the driver that's t>een pulling do^/n handicaps... 
in that rich industrial area made up of LANSING - FLINT - JACKSON and 
20 populous cities. ..3, 000, 000 potential customers. ..748,700 homes 
(ARB March '63). ..teed up exclusively by WJIM-TV. 

The Blair pro can show you hoM/ to get more po^wer into your drive. 



BASIC 




Strategically located to exclusively serve LANSING . . FLINT. JACKSON 
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA 



WJ I M -TV 



^ 



I 



-SPONSOR-WEEK 



Late newi 

ill tv/raclin advotiaing 

21 (Klohrr 10(t3 



More radio rate hikes: Twice as many radio 
stations will raise rates during next 12 months 
as dill in llio last y«Mr, with th<' average in- 
crease to be higher than at any time (hiring 
past ten years, predicts RAB president Ed- 
mund Bunker. He also sees a cut in protection 
time, with some stations that currently offer 
advertisers six months protection cutting it 
down to three. Bunker adds, however, that 
while the rate hikes "may he painful to faint- 
hearted time salesmen." they will generally 
lead to higher volume, according to results of 
an RAB case history survey. He said 91 % of 
RAB stations which raised their local rates 
enjoyed an immediate increase in local hill- 
ings. 

'Advocate' to fold: Group W's experiment in 
telecasting a Broadway play on opening night 
to five cities outside of N.Y. was successful hy 
tv critics' standards, but not those who saw it 
in the theatre. The producers of Advocate 
closed the play at week's end after only five 
davs. Some comments of critics who viewed 
tlie telecast: It was "a great event for theatre- 
starved folk out of town" ". . . An exciting tv 
experiment;" "... A really noble service to all 
of us." Group W has syndication rights to the 
telecast, hut it may not he put on the market 
until 90 days after tlie play's closing date. 



likely to l)e correct as every other figure within 
the range. This is not the case." Gouncil in- 
cludes top media and agency researchers. 

Breather for advertisers? New FTC nominee 
John R. Reiller and reappointee Philip Klman 
will get their baptism of fin* in n Senate Com- 
merce Committe*; confirmation hearing .5 Nov- 
ember, but it's most likely to l)e a shower of 
roses ... if the committee concurs with House 
thinking that the FTC has given too much at- 
tention to picayune matters, and not enough 
to the big offenders. Both Reilly and Elman 
have heavy antitrust backgrounds, which might 
weight the FTC awav from its concentration 
on advertiser puffs on tv and radio and in 
print, and toward more serious violations of 
the rules of fair competition. 

Regimen okayed at long last: FTC at week's 
end announced dismissal of charges that Dnig 
Research Corp. and its agency (KHCC&A) 
have made false claims for DRC's weight-re- 
ducing preparation. Regimen-Tablets. Dismis- 
sal order follows appeal by respondents from 
initial decision filed last 22 Januarv by a hear- 
ing examiner from complaint of 30 June 19.58, 
because disposition wasn't within examiner's 
authority. Since the charge was made, 
KHCC.\&.\ has changed its name twice, and 
moved once. 



Rating ranges dead: Another nail in the 
rating range '"rotliir' was added last week with 
statement ( reportedly first ever made by 
group) from Radio-Television Research 
Council that it voted against "reporting ratings 
as ranges." (See Sponsorscope, 14 October) 
Council pointed out none of rating services 
have probability sample, which is measure 
employed for computing the range. "The pub- 
lishing of ranges will create the impression 
tliat ever>- figure within the range is just as 



Four Star dividend: A 5*^ stock dividend on 
common will be paid 10 Januarv to Four 
Star shareholders of record 10 I)eceml)er. 
Companv grossed $22,076,7 K) for fiscal year 
ended 20 June, and eanied S79.3,.501 or $1.25 
per share. Execs predict full l>enefit of Four 
Star's diversification program will accrue in 
coming fiscal year. Shareholders elected JyCon 
Kaplan, senior partner of Kaplan, Livingston, 
Goodwin & Berkowitz. to the board of directors 
and re-elected all other directors. 



lA 



"SPONSOR-WEEK 



21 October 1963 



Fifth radio web bows: 23 stations will inaug- 
urate the fifth interconnected radio network in 
the U.S. at 11:15 tonight (N.Y. time) by 
carrying live WQXR's Casper Citron Show, 
featuring the editor-in-chief of the Times in a 
Monday-Friday hour-long news magazine of 
the air. Although the web starts with only five 
hours of live airing a week, schedule will ex- 
pand as advertisers pick up pilots now under 
their consideration. Linked in the network are 
WFLY, Albany-Troy-Schenectady; WGKA, 
Atlanta; WFMM, Bahimore; WKOP-FM, 
Binghamton WLRB, Boston; WBEN-FM, Buf- 
falo; WXFM, Chicago; WKRC-FM, Cincin- 
nati; WCLV, Cleveland; WKET, Dayton; 
WDTM, Detroit; WBMI, Hartford; WIBC- 
FM, Indianapolis; KCMO-FM, Kansas City; 
KCBH, Los Angeles; WIFI, Philadelphia; 
WLOA-FM, Pittsburgh; WXCN, Providence; 
WCMF, Rochester; KCMF, St. Louis; WRUN- 
FM, Utica-Rome, and WASH-FM, Washing- 
ton. It will also be in S.F., on KDFS or another 
station. 

ARB includes Spanish diaries: Beginning 
with November sampling period, ARB will 
for the first time in the U. S. use Spanish- 
language diaries and bilingual interviewers, 
originally developed for use in Puerto Rico, 
to improve family cooperation during its tv 
audience measurement surveys. Border mar- 
kets are targeted, and ARB feels the improved 
procedure for inclusion of Spanish-speaking 
families selected in the sample will tend to 
reflect more reliably tv viewing in areas of 
heavy concentration of Spanish-speaking pop- 
ulation. 

Esso Backs Series: Standard Oil (New Jersey) 
and a newly formed production-syndication 
firm, Newmark International, are jointly pro- 
ducing Esso World Theatre, eight one-hour 
shows documenting the cultural heritages of 
eight nations. Financed by SONJ, the series 
will be shown monthly in prime time during 



1964 in the SONJ market areas of New York, 
Washington, Boston, Philadelphia, Rochester, 
and New Haven. Needham, Louis & Brorby is 
the agency. The agreement with Newmark per- 
mits Esso affiliates first showing rights and 
first refusal in all English-speaking countries. 
Each show will be filmed in and use artists of 
the country featured, but all performances 
will be in English. 

Japan 2nd largest tv nation: CBS president 
Frank Stanton says in terms of numbers of 
sets and percentage of population covered by 
them, Japan is now second to U.S. Also, some 
50% of Japanese network tv during prime 
time now comes from the U.S., "a direct result 
of removal restrictions on how much program- 
ing the Japanese networks could accept, and 
how much they were permitted to pay for it." 
Stanton adds that the program exchange is for 
the moment "lopsided," but points out that tv 
counterparts of "such strikingly talented" mo- 
tion picture production organizations as Toho, 
Toei, and Daiei have just begun to venture into 
the medium. He said: "We are now trying to 
acquire Japanese tv program product for use 
in the U.S., and to encourage Japanese pro- 
ducers to offer more material for such use. 
Stanton was substituting for USIA chief Ed- 
ward R. Murrow as keynote speaker last week 
at the 2nd U.S.-Japan Conference on Cultural 
and Educational Interchange. 

Upgrade selling: Young people just out of 
school often list sales work as their last pre- 
ference in vocations and, as a result, some- 
times just fall into it . . . often because they 
can't do anything else. This point was stressed 
last week by Gardner v.p. William J. Rogers 
in urging a group of businessmen to review 
their policies on screening sales applicants, on 
training procedures, and on giving public 
recognition to salesmen. He called for more 
academic endowments to create more educa- 
tional opportunities for salesmen. 



Second class postage paid at N.Y.C. 



FOR THE LAST 
TWO YEARS IN EVERY 
PENNSYLVANIA ASSO- 
CIATED PRESS NEWS 
AWARO CATEGORY . . . 

THE WINNER IN 



S^^S>S< j^:philaoelphia's 





■0>^ PENNSYLVANIA HAS 

^^^^^ BEEN WPEN NEWS 

t^S^t^S' MOST OOOTEO RAOIO 
.*<^^<>> NEWS SERVICE ! ! ! 

jutstandjng news operation i editorializing i outstanding coverage of 
lommunity service i sports coverage i special story coverage i oulstand- 
ng reporting i outstanding commentary i outstanding v^omeo's programs 

¥PEN ■ RADIO 95 ■ PHILADELPHIA ■ REPRESENTED BY AM RADIO SALES COMPANY 





W'21 ocTOBtR 1963 



ADDRESSES 











I 







i7- 

^■'^'^ mm ™ 



The company she keeps 



Forty of the fifty largest U.S. corporations 
have a Charlotte address. Not because of 
her beauty. But because Charlotte is one 
of the largest commercial and distribution 
centers in the Southeast. There are more 
people within a 75-mile radius of Charlotte 
than in a corresponding radius around 
Atlanta, Indianapolis, Kansas City or Min- 
neapolis. The largest businesses in America 
are in Charlotte to reach these people. You 
con reach them through WBT Radio Char- 
lotte. For over 40 years, WBT has had the 
largest adult audience for the 37-county 
basic area... the audience that receives and 
spends most of the Charlotte area's $2,61 2,- 
784,000 worth of spending money.* Join 
the company that Charlotte keeps— through 

WBT RADIO CHARLOTTE 

Jefferson Standard Broadcasting Company. 
Represented nationally by John Blair & Co. 

•SOURCE: SURVEY OF BUYING POWER 



'SPONSOR 



21 



23 



26 



37 



59 



53 



41 



51 



21 OCTOBER 1963 

VOf. 17 No. 42 



GENERAL 

Rating service audit slated to roll early in 1964 

NAB-created Rating Council will study techniques for audie 
measurement. Several industry groups to be represented 

John Kluge receives Pulse's "Man of the Year" awai 

Metromedia president and chairman, accepting the lionor, \vai| 
agamst "calcifying" the structure of media research 

ADVERTISERS 

Warning on automation from NAB, nets and FC&bI 

Each agrees on the necessit\ for an information-action campail 
to alert the public and business to changes being wTought 

AGENCIES 

K&E plans to boycott non-code radio/tv stations 

Agencx- backs the NAB and any equivalent system of regulating t| 
use of commercials. Stations are investigated in 75 markets 

TV MEDIA 

"Trib" is first with morning news, thanks to tv sp« 

Papert, Koenig, Lois, with aid of the paper's editors, prodiul 
commercials in three hours for late-night news airings 

U. S. displeased as Brazil raises tv import barriers] 

State Department, spurred b\ T\ Program E.xport .\ssn., tall 
action to guard Americans against unfair discrimination 

RADIO MEDIA 

The radio audience for good music: a special reportl 

Detailed sur\ey shows the listeners adult, active and affluent; rea(| 
willing, able to buy; the market growing steadiK 

FCC Commissioner Lee is non-committal on codes 

Tells RAB management conference that public reaction is the b| 
ke\ to value of commercials, backing opinion of Ed Bunker 



62 SYNDICATION 



STATION REPRESENTATIVES 

64 TvAR urges more spot tv in medium, smaller marke| 

Anahsis of dollar figures reveals the need for 



extolling the \alue of lesser areas t 


o the ad\ ertiser 


DEPARTMENTS 






C:alcndar 


16 


Sponsor-Scope Jj 


Commercial Critique 


18 


Sponsor-Week 1 


555 Fifth 


10 


Timebu\er's Corner '' 


Piihiislicr's Report 


9 


\\ ashington Week ' 

< 



»'•• 




SPONSOR® Combined with TV, US. Radio, U.S. FMJ?. ^1963 SPONSOR Publication* 
EXECUTIVE, EDITORIAL, CIRCULATION, ADVERTISING 0FFICES:SS5 Fifth Ave., T 
York 10017. 212 MUrray Hill 7-SOSO. 

MIDWEST OFFICE: 612 N. Michigan Ave., Chicogo 60611. MO 4-1166. 
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SUBSCRIPTIONS: U.S. $8 o yeor. Canodo S9 a yeor. Other countries $11 a year. ? 
copies 40«. Printed in U.S.A. Published weekly. Second class postage paid ot N."" ■ 



SPONSOR 21 ()< TOBKR 1% 




WE'VE GOT 
AWAY 
WITH 
WOMEN 



Big changes for Fall' A great 
new WJBKTV season is born 
and thriving, with daytime pro- 
gramming our big women's 
audience likes better than ever. 
From secondcupofcoffee time 
through the dinner hour, we cap- 
tivate the ladies with the 
Morning Show, 9 to 10:30 a.m.. 
Hennesey, 2:30 to 3 p.m.. the 
Early Show. 4:30 to 5:55 p.m.. a 
full hour of news from 6 to 7 p.m.. 
plus great new syndicated shows 
and thebestof CBS. Very defin- 
itely. WJBK-TVs your baby to 
sell the big-buying 18 to 39 year 
old gals in the booming 5th Mar- 
ket. Call your STS man for avails. 




WJ B K-TV 



DETROIT 



® 



HAS MkKK 
Will I A 



MI.WII 
WC.BS 



CI KVKLWl) 
W |\V. I \ 



CLKVKl.WD 
WJW 



\1I.\M \ 
W \(,\ lA 



I OS ANC.KI KS 
KCBS 



DETROIT 

wjBK n- 



OfcTROIT 
WJBK 



TOI.KDO 

\vsrr>n 



TOI.KDO 

wsrn 



WHS 



PMIl-ADf.l.PMI \ 

wiB(; 



I \i r>>KT 1 \ T ■^ r t Tin \ s 

STORER 

RKiUlM.IMIM. ( <iU/r\) 



sTORrR Trt.r\nsios 

lUp- ■ •■ 'of all 

Slant 



What do all these famous faces have in common? 




They re all alumni of radios oldest discussion series - 
Northwestern Reviewing Stand -30th year on WGN! 

WGN Radio is proud to salute one of the most respected community service 
programs of all time— Northwestern Reviewing Stand— as it begins its 30th 
consecutive year. 

Reviewing Stand is produced by Northwestern Ihiiversity in cooperation with 
the WGN Public Affairs Department at the WGN Mid-America Broadcast 
Center. The award-winning series is widely acclaimed as the outstanding 
University radio production in the U.S. As it begins its 30th year. Reviewing 
Stand will be heard again on WGN Radio, 125 Mutual affiliates and a num- 
ber of non-network stations. 

We at WGN have the feeling Reviewing Stand still will be going strong 
thirty Octobers from now! 

i WGN IS CHICAGO 

the most respected call letters in broadcasting 



Ise 



SPONSOR L'l OCTOBKR l!Ki:l 



J 



t PUBLISHER'S 
REPORT 



One mails \iv\\ i)( 
%iKiiiiirniit liaii|UMiii)R\ in 
hriKidi aot ailNrrtisiin; 



Is Governor Collins doing a good job? 

Till-: I'MlKllljif ot op'''! l«-tl<-l- lieluirn (nKriiini \ >\\n\ (..illlll- ailil 
, myst'lf ill llir la>l luo i»in'> <'l «.i'(»ns(i|! -Ii.hiM . <m-.|iliil<- lull 
Iconiplianrr uiulci llw Kairiifss Dotli iiif. 

So l<)i}:i\«' m«'. (loscinoi. I'(»r iiisisling on tin- laM u.u.l. l\-ii it 
Ithis ifl)iitlal i> loadftl. it"- loadi-d your way. 
I think voii'if (loiiifi a lint- jol». 

Wliitli inusl coiiu' a- a -Iwx k to xoii after mv i«><fnl luirk-liat-. 
\.v\ m«' explain. 

In mv liiiniltlf opinion, miu'ic tloinji a linr joli dr-pili' llw tad tliat 
lyour indiislrv relation- joli lea\es imieli to he de-iied. ^ ou \e alino-l 
Icome to the halluav mark in vom series of eight N AH Kcfiioiial M«'et- 
lings. Your constituents (the hroadeasters ) are seeing you laee-lo-lare 
land are impressed with your /.eal. You're talking to them like a mem- 
Iberof the iamilv. Miit thev -till have reservation-. 
What are you atcom|)lishing? 

I hope that each and e\ery one oi \our niemlMMship take- time to 

Iread your newly-issued 2S-page •'1963 Major Issues and Projects^ 

|Speeial Kepoii to the NAB MeinI.ership." It"- a reconi of prime 

)bje«'ti\es and aecomplishnient-. and -hould help di-|)e| the aura of 

lysterv that surround- \oiir \ \H a(ti\ it\ . 

But it's not so much what it -a\-. I iider your -tewardship hetter 
rork is being done in the area of government relations than ever he- 
fore. I'm referring not onlv to vour activity with such men as llarri> 
llid llenrv. hut in the hall- of (longie-s and the all-important Con- 
ressional committees. .\nd let's not forget your work with the -tat«' 
issociations. In recognizing their imptutanc*' you re huilding new 
strength for our industry. 

I like vour forward thinking on the rating problem. Elsewhere in 
is issue is a report on the positive step>. with the a>sistance of broad- 
islers like Don McGannon. Si Goldman. Fred Hon wink. Mai He- 
nlle. and others, to bring ratings into proper toiiis and ulilit\. 

Some are asking. "Is the Governor using publicity as a stepping 
tone for a job in go\ernment? " 

I've talked to voii. and to a number of vour closc-l as.-ociate- and 
riends in the industrv. I ha\e the delinite impression that you're* in 
lis job for the full duration. 

You're hard-working, conscientious, and you have a conscience, 
foil have tlu> admiration and cooperation ot important people in 
government. ^ oii als«t lia\e gut-. 

But vou nui-t make vour own constituents, the broadcasters, recog- 
nize that y«ui're working exclu-i\ely for them and that your app<'al> 
to the public will beneht them. Onlv then will the \ \M reali/e \..mi 
lull gri'at potential. 



'^/-t't.^/ 




Uttunimous! 



Pulse and 
Hooper agree 

BEAUMONT 



No.l 

morning 



afternoon 



'*"'*• .._.... -c-.o--.co 



30 




Hooper .t ... . 

W*MW3WI 


MJ 


n*noN 


'MlliNM> 


iiNM..*r 


KAVC 


35 6 


4S 3 






KAYC 

(Casey) Radio Center 
P. 0. Box 870 • Beaumont, Texas 

Affiliated with KNUZ and KOUE Houston 

in Beiufflont call Ed OiHerl T( 3 9421 

In Houston cjll Oi*e Mornt. K NU2. 

JA 3-2SSt 

No'-onolty tall Kott 
iold <" co^tt-no'-on wiMi K NUZ. Hovi*onl 



INSOR J I (u loiuK IW3 






President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 

Secretary-Treasurer 
Elaine Ceuper Glenn 



EDITORIAL 

Editor 
Robert M. Grebe 

Executixe Editor 
Charles Sinclair 

Senior Editor 
H. William Falk 

Art Editor 
John Brand 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 
Niki Kalish 
Jacqueline Eagle 
Diane Halbert 

Copy Editor 
Tem Fitzsimmons 

Assistant Editor 
Susan Shapiro 

Washington News Bureau 
Mildred Hall 



ADVERTISING 

Southern Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Mideast Manager 
John C. Smith 

Northeast Manager 
Gardner A. Phinney 

Production Manager 
Mary Lou Pensell 

Sales Secretary 
Mrs. Lydia D. Cockerille 



CIRCULATION 

Manager 
Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Gloria Streppone 
Mrs. Lillian Berkof 



ADMINISTRATIVE 

Assistant to the Publisher 
Charles L. Nash 

Accounting 
Mrs. Syd Guttman 
Mrs. Rose Alexander 

General Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Dorothy Van Leuven 
H. Ame Babcock 



'555 FIFTH 



Letters to the Editor 



TACT AMPLIFIED 

TACT is interested to note in 
spo.vsoR, 17 June, that you mention 
"TV Viewer Card whicli lists not 
only reaction to the show, but also 
to the commercials." Apparently you 
are referring to one of TACT's tools 
and used b\- man\ groups. TACT 
membership includes two Chicago 
TV Stations, various American As- 
sociation of University' Women 
branches, several PTAs, ^\'oman's 
Club groups. United Church Wom- 
en of Greater Chicago, several indi- 
vidual churches, numerous study 
groups and many individuals. 

However, TACT acts onl\' as a 
channel for individuals. Our basic 
premise is that gcnernment or group 
censorship is not the best wa\- to 
raise television standards, but urges 
individuals to express their own 
opinions directly to the man who 
pays the bill, the sponsor. Most peo- 
ple send cards to programs they like 
because otherwise they wouldn't be 
watching. Our emphasis then quite 
naturalK becomes positive action. 

Ruth W. Pflager 

pr(>sident 

Telexision Action Committee for 

Todav and Tomorrow 



LAYOUT MAN CALLS IT 'LUCK" 

Maybe \ou ha\e a layout man 
who leans towards genius or maybe 
it was sheer luck, but whatever the 
case, pages 58 and 59 of the 7 Octo- 
ber issue of SPONSOR are worth 
studying. 

On page 59 there is an article 
headlined, "Maneloveg calls for 
facts to 'proof radio audience. In 
it, Nh-. Manelo\(\g states that "what 
we need is tangible proof that the 
commercial is getting through to 
the people. " 

On page 5cS there is an article 
about the Excedrin test campaign 
on WNKW Hadio. 450'' increase in 



the use of the product o\er a six 
month period is fairly graphic proof 
that the commercial is indeed get-; 
ting through to the people. ' 

Mr. Maneloveg, please note. 

Robert Richer 

president 

Robert Richer Representatives 

New York 



BROADENED .\TTITUDE" 

M\- compliments to sponsor on its 
short but extremely meaningful re- 
port on the publisher's breakfast 
with Mr. Henry. 

It has certainly broadened my at- 
titude toward him, as a man and as 
Chairman of the Federal Communi- 
cations Commission. 

Robert M. Light 

president 

Southern California Broadcasters 

Assn., Hollywood 



IMPROVED FORMAT 

.\ short, belated note to com- 
mend >ou on the impro\ed format 
of SPONSOR. It is easy to read and 
represents a comprehensive view. 

IncidentalK , many thanks for the 
additional copy of the Report to 
\ our readers. 

Max H. Bice 

general manager 

KTXT-TV, Tacoraa: 



TRIBUTE TO A DESK DRAWER 

I waited for two weeks to have J 
the full effect of \our change in for- 
mat set in. It is time sa\ing — and as 
easN to get around in as a well 
organized desk drawer. Congratu- 
lations on a well planned and nicely 
(>\ecuted improvement! 

J. M. Baisch 

\'ice president, gen. nigr. 

\\T\EX-T\', Rockford 



10 



SPONSOR 21 ocTOBFR l'.»63 



'I'liis aiitiniiiK tiiK-iil iiKDxIiKc-s radios liril lull m r\ n c cs|)ciially 
I re. lied (II assist stations (liniisiiiK or |>laiiiiiiiK to pro^rain in tlir 
(K-iiiaii(liii)r and dilliriili "( iood Miisii " idiom. 

I'lioii^li most II oiiomu al. I>c( aiisc of its detailed t iistoiii features, 
u liiuiled iiiiinher of stations can siil>s<.Til)e. 

( Itii idi nialK. sc-f |)am' 41 of tills S7»('f/N< I . ) 

Mel If II J . Wdtriirr 



YOU ARF iNVlTFD TO PREVIEW 

ALUMNI RADIO 

AN EDUCATED 

PROGRAMING AND PRODUCTION SERVICE 

FOR STATIONS AND LISTENERS 

WITH GRADUATING TASTES 

THE PETER FRANK ORGANIZATION 

IN COOPERATION WITH 

THE McLENDON CORPORATION 

PROUDLY PRFSENTS 

ALUMNI RADIO 

TO SELECTED STATIONS THROUGH 

RICHARD H. ULLMAN, INC. 

5420 Melrose Avenue 

Hollywood 38, Cal 

RSVP to above add^e^s or call coiiec 
Hollywood 2-6027. 





tlAluinui K(i//i<' i< ,<iif rf llir tuu iiuniuf loiurfih iiini'iif Riiliartl II. I Umnn'i uxh-forrmoU trniffi tc hroadfailm. Anolhft is 
fxiiliiis R(i,lii \ I \( .—hiliml. .\,< fi%il\. C.omeninnf — a lOinfiUU Itlnu proviilittfi pHhlir ifnuf ffrrf^rnmmint nnd priuimiiton for 
mtl ifilli n liiiiiliil uiiinhrr of lirnitffs.) 

SPONSOR/ 21 ocioBFR 1963 II 




» 




?^.. 



f. 




V ^"^ 



\, I , (. .' 




i'M'li'ih'i"^'^^'l'/'Vi'ii'H''*'''''^^^ 



WKZO-TV MARKET 

COVERAGE AREA • NCS '61 

MICH. 




Rating projections are estimates only, subject to any defects 
and limitations of source material and methods, and may 
or may not he accurate measurements of true audiences. 



BUT... WKZO-TV Keeps 'Em Awake 
in Greater Western Michigan! 

More people sit up nights with \\KZO-T\' than with 
any other Michigan station outside Detroit. 
See NSI (March '63). It credits \\KZO-T\' with 
dehvering 39*^7 more homes than Station "B," 7:30-11 p.m., 
Sunday through Saturday, and with 489c more from 
1 1 p.m. to 1 a.m. 

We ha\e the day people, too. ARB (March '63) shows 
75'^'( more bright-eyed ones watching \\'KZO-T\' than 
Station "B" from 9 a.m. to noon weekdays. 

Let Avery-Knodel gi\c \'ou the whole dreamy story of 
this wide-awake outlet! And if you va?// all the rest of 
upstate Michigan worth having, add ]V]]'T\'/ U'U'UF-T\ 
Cadillac-Sault Ste. Marie, to your WKZO-TV schedule. 

♦ A 15-year-old girl yawned continuously for five weeks in 1888. 




^ke ^el^ y^laUimA 



WKZO KALAMAZOO-BATTLE CREEK 
WJEF GRAND RAPIDS 
WJFM GRAND RAPIDS-KALAMAZOO 
WWTV-FM CADILLAC 

TELEVISION 

WKZO-TV GRAND RAPIDS-KALAMAZOO 
WWTV/ CADILLAC-TRAVERSE CITY 

/WWUP-TV SAULT STE. MARIE 
KOIN-TV/ LINCOLN, NEBRASKA 

/KGIN-TV GRAND ISUNO. NEB. 



y^KZO-TV 

100,000 WATTS • CHANNEL 3 • 1000' TOWER 

Studios in Both Kalamazoo and Grand Rapids 

For Greater Western Michigan 

Avery-Knodel, Inc., Cxclutive Nalional Repreienfofi'vci 



12 



SPONSOR 21 otioBKR 19G3 



I 



'SPONSOR-SCOPE 



21 OCTOBIK 1903 



InlerprHatioii and oomnMntary 
on most liKnificant tv/radio 
and markrtiuK newt ot l)>« week 



Network tv battle for prime time leadership is tightening. 

With all tu'w shows now on air, and \ it wing pattenis becuining slabilizfd, each 
new report takes on added meaning. 1 he 30-niaiket (big city) Nielsen, a »ul>-8atnple 
cnihracing alxmt '•>()'( of the audiineters inrhnh-d in the Nielsen National, show» 
this picture: 

SHARE OF AUDIENCE 

Weekending ABC CBS NBC 



29 September 28.3% 33.0% 28.0% 

6 October 28.6 32.7 27.3 

13 October 29.7 31.0 27.7 

Included in the averages are all network programs, 7:30 to 1 1 p.m. Tabulating 
network leadership by half-hours in latest week, .VBC wins 16, CBS 20, NBC 13. 
Though 30-market results aren't the same as the Nationals, direction correlate*. 
Weeks of 6 and 13 October are the ones included in the first Octolier National, 
coming later. 



In one segment of network programing, half-hour situation comedies, ABC is making strong 
headway. 

30-market Nielsen's for week ending 6 October, network's seven half-hour 
comedies had 38.5% share, CBS-TV's nine at 35.9'^ c share, NBC TA 's four 
averaged 27.4%. Leading them all was the new Patty Duke show with a 48.4% 
share. Donna Reed followed with a 46.1%, Beverly Hillbillies at 44.8%. 



Detroit is one area which will take more than casual notice of New York Mirror demise. 

Despite its being at bolloni among New "lurk papers in national ad\«-rti>ing. 
Mirror had a strong attraction for automotive dollars. In fact, it wa> weekday 
leader, receiving 1,224,453 lines of automotive advertising in 19<)2. Only the Aeu- 
York Times came close among the major dailies, with 1.0.37,7.51 weekday auto- 
motive lines. 

But in other areas, national advertising was meager in Mirror. Though second 
largest circulation paper, it received only 2.7 million lines of national advertising 
in 1962, out of total 13.2 million. /\nd automotive was nearly half of national 
total. In comparison, Aeif York Times national advertising last year was six times 
as much. 



Special tv campaign for Chicago Ford dealers will be repeated in November, and could lead 
to similar efforts in other cities. 

To spur lagging sales, J. Walter Thompson, took a local approach, built around 
improvement in Chicago, and in Ford. Chicago Ford Metropolitan Dealers, a 
separate group, supported the heavy tv commercial schedule last summer, with 
local tie-in newspaper ads. It was first time F'ord created series of commercials for 
a local market. 

Campaign, supervised by JWT's Harry Treleaven, was regarded as successful, 
with consideration now being given to t)thcr markets. 

IS 



^SPONSOR-SCOPE 



21 OCTOBER 1963 



Triangle has scored a coup in signing Eldon Industries for auto racing events in 41 markets. 

Triangle Publications Radio-TV division arm, in its biggest syndication sale to 
date, has lined up the toy maker for series of events including Nassau Speed Week 
and Sebring, Watkins Glen, and Little Indie races. The half-hour film shows are 
somewhat of a "natural" for Eldon, since the company makes a miniature Sebring 
race track. The buy was handled through Klau-Van Pieterso-Dunlap. 



Armstrong Cork's account team at BBDO again has undergone considerable change. 

Henry Monash now heads the group, succeeding Al Cantwell. Jim Blair replaces 
Dick Davis as copywriter and new tv art director is Alphonse Normandia. Account 
was shuffled earlier this year when Danny Kaye show was chosen to replace Arm- 
strong Circle Theater. Problems have cropped up, with one or more consumer 
magazines dropped by agency because it failed to get cover positions. 

Status of Kaye show isn't involved. Armstrong ad director Craig INIoodie is 
satisfied with early performance of show, believes it'll take two or three national 
rating reports before show can really be evaluated. 



Commercial talent negotiations get under way today. 

American Federation of Television and Radio Artists has been talking already, 
now Screen Actors Guild and AFTRA sit down with negotiating committees from 
4A and Association of National Advertisers, Changed procedure this time, with 
advertisers and agencies dealing directly with unions instead of as observers, is 
illustrated by fact that neutral grounds are being used for negotiations, previously 
held in network or union offices. 



Television Affiliates Corp. is planning to produce programs. 

TAC, which serves as clearing house for programs between stations, is awaiting 
the signing of a "name" host for new public affairs series before making announce- 
ment. It was not immediately known what distribution techniques would be used in 
placing the show, but evidence seems to point to national sales to stations not neces- 
sarily in TAC membership fold, "Pulling power" of the host, however, will be big 
factor in selling techniques. 



Release of Toy Manufacturers' study on tv's influence on children has been stopped. 

Public-opinion survey reportedly minimized medium and won't be reported 
because of "conflicts which simply could not be resolved." It's understood incon- 
gruity of questioning medium which receives 90% of ad dollars spent by industry 
may have been a factor. At same time, validity of public opinion on relative values 
of childhood developmental influences could have been the question raised by the toy- 
makers. 

Toy Manufacturers of the U.S.A. is also checking advertising expenditures, 
another hot subject, since many manufacturers have been accused of inflating figures 
to aid sales at annual Toy Fair. Estimates will probably show some $30 million in 
tv this year. 



a 



IN A THRSe-STATION MARKCT 

When you have 
more than half 
of the over-all 
television audience 

is that good" 



%f^ 



u — especially when there are Aree VHF 
.ions in the market. In analyzing the ARB 
Market-by-Market Audience of U.S. To Sta- 
tions surveyed in March, 1963, we found 70 
markets with at least three VHP's in competition. 
In all 70 there were only four stations that had 
an average over-all audience of over 50%. 

WMT-TV Cedar Rapids— WatxHoo woe on* 
of them. 



WMT.TV • CBS Tolevision for Eastern Iowa. Cedar Rapids— Weterloo 

R«pr«s«nt«<J by th« Katz Aganey. Afflilatad with WMT-AM; WMT-PM; K-WMT. Port Dodflat WKBC. Duluth 



JPONSOR Jl ()( loiuR I'.MkI 



15 



^-CALENDAR 



The when and where 
of coming events 
21 October 19fi.3 



OCTOBER 

National Assn. of Broadcasters, fall 
conferences, Pittsburgh - Hilton, 
Pittsburgh (21-22); Americana, 
Miami Beach (24-25) 

Texas Assn. of Broadcasters, fall 
convention, Cabana Hotel, Dal- 
las (20-21) 

National Society of Sales Training 
Executives, sales trainer clinic, 
Cornell University, Ithaca (20- 
25) 

Midwest Educational Broadcast 
Music Directors, conference, In- 
diana U., Bloomington (22-23) 

International Radio & Television 
Society, special projects lunch- 
eon, Waldorf-Astoria, (23) 

Advertising Club of New Jersey, 
direct mail clinic. Military Park- 



Hotel, Newark. N. J. (24) 

Mutual Advertising Agency Net- 
work, meeting, Palmer House, 
Chicago (24-26) 

Gibson Report on the Negro Mar- 
ket, s\'mposium. Hotel Roosevelt, 
New York (25) 

American Women in Radio and 
Television, board of directors 
meeting, Mayo Hotel, Tulsa (25- 
27) 

West Virginia Associated Press 
Broadcast News Directors, fall 
meeting, Clarksburg (26) 

National Country Music Week, in 
conjunction with annual country 
music dj convention and WSM 
salute to Grand 'Ole Opry, (27-2 
Nov.) 

Institute of Broadcasting Financial 
Management, 3rd annual general 



meeting. New York Hilton, New 
York (28-30) 

International Radio & Television 
Society, series of eight timebuy- 
ing and selling seminars begins, 
CBS Radio studio, New York (29) 

International Radio & Television 
Society, newsmaker luncheon, 
Waldorf Astoria, New York (30j 

National Retail Merchants Assn., 
seminar. Commodore Hotel, New 
York (31-1 November) 

NOVEMBER 

Oregon Assn. of Broadcasters, con- 
vention, Hilton Hotel, Portland • 
(1-2) 

National Business Publications, pro- 
duction seminar, Essex House, 
New York (4) 

Central Canadian Broadcasters 



I 



III 



lljl 



DEBORAH 
KERR 



ROBERT 
MITCHUM 



One of the big ones from 

WARNER BROS^ONE 



PETER 
USTINOV 



'he latest and greatest selection of feature motion pictures for first-run television 



CLVNIS 
JOHNS 



A^sii., maiiamiiu'iit .mil tiii;iiu'( r 
ing convention, Royal York Ho- 
tfl, Ti)ront() (4-5^ 

American Assn. of Aclvcrlisini; 
Agencies, eastern annual meet- 
in'4, Waldorf-Astoria ((^-1) 

Dlinois Broadcasters Assn., fall con- 
veiitiDii, (.'hica^io (7-S) 

[nteniational Radio & Television 
Society, 1st annual college majors 
conference, Hofc! Roosevelt, 
New York (7-S) 

IVnshinulon Slate Assn. of Broad- 
casters, tall niectint;, Riilpatii Ho- 
tel, Spokane (7-9) 

\ssn. of National Advertisers, an- 
nual inerliiii;, I lie lloiucsfead. 
Hot Sprinns. \'a. (10-13) 

[^up W, 5th conference on local 
public service prouraniiiiu. Insti- 
tute of Music. Cleveland (ll'l 



Llectronic Industries Assn., 196.i 
railio tall lueetinj^. .Manner IIo- 
1.1. Rodi.si, T. \. Y. (ll-i:"5) 

National Ass(K'iation of Broadcast- 
ers, fall conferences, Dinkler- 
.\ndre\v Jackson. Nashville (l-l- 
15); Hotel Texas, Fort Worth (18- 
H)), Cosniopolii,ui, I)cu\tr (21- 
22); Fairinotuit. S.iu l-'rancisco 
(2.5-26) 

\dvertisin'4 W ouien of .New York 
I'ouudatiou. .miiiu.iI aiUcrtisinu 
i.Mccr (outereuce. Commodore 
liol.l. New York (16' 

National .\ssn. of lulucatiou.d 
Broadcasters, nation. il roiixcn- 
tioi), llotcl Schrocdcr. MiKv.in 
kee (17-20^ 

The Television Bureau of Advertis- 
ing, annii.il incmluTsliip incclinu. 
Sher.itou-Blackstonc llotcl. Chi- 



cago (19-21) 

Broadcasters Promotion Assn., an- 
nual con\ruti<>M, jack T.ir Motel, 
San Kr.incisco ( l7-2(li 

New York I'niversity's Division of 
(>eneral F.ducation, editorial 
workshop. Hold L.mcaster, New 
York (IS-2()i 

.American .Vssn. of .\dvertisijig 
Agencies, annual c-onvention. 
St. ill. r lliilon, CI.mI.ukI i2i) 

Interuatioual Itadio & leiexision 
S(Kicl\, newsmaker lunche<»n 
\mIIi W . .\ver«-ll Harrimaii M ••-•' 
lioo.sevelt. New York (2() 

National Academv of Tele\ision 
\rts and Sciencfs, dinner. Hilton 
llotcl. New York (22) 

International Radio fit Television 
.S«Kiety, spci i.il jirojects lunch- 
eon, \\ al(lorf-.\storia, (27); 




COMMERCIAL 
CRITIQUE 



Trends, techniques new 
styles in radio/ tv 
commercials arc evaluated 
b\ indiisfrv leaders 



The new look 

in tv comnnercials 



THE DAYS of the live action camera 
in tv spot production appear to 
be numbered! More and more, 
major tv advertisers are using still 
photographs and kodachrome trans- 
parencies. Art work, graphic design, 
typography and abstract drawings 
are replacing expensive animation. 
Percussion musical themes, with 



color designs — new examples of 
typography? Look at advertising 
circulars, window displays, paper- 
back book jackets. Everywhere, in 
every media, advertising men are 
using new graphics to attract the 
customer, hold his attention — and 
sell the product. 
Here's where the animation camera 





(1) DUPLICATING LI\'E ACTION— C;()()(l\ ear spot shows plioto of tires and drawinji 
of tire tracks (2) CAMERA MOVEMENT WITH STILL PHOTOS— Note position of 
bankbook at center of screen. Camera zoom indicated holder's reaction (3) NEW CON- 
CEPT IN TITLES — Decorative party' cake lettering instead of cold, informal type 



drumbeats and other musical af- 
fects, are added to narration. 

This is the new look in tv spots. 
Photos, stills, modern graphics, con- 
temporary music combined with 
animation camera movements — 
zooms, pans, dissolves — e\'erA' type 
of motion to give these stills and 
drawings life. 

Even the filmed stor)board pre- 
sentation looks different in fotoma- 
tion. Remember the Goodyear clip 
in panel one? The tires are photo- 
graphs but the tire tracks are draw- 
ings. In simple fotomation the tires 
moved downward rexealing tracks. 
What could he more graphic? 

The viewers acceptance of the 
visual elements of fotomation is 
easy to explain. Take magazine. 
new.spaper and billboard ad\ertis- 
ing, for example. Have you noticed 
the extremeh' clever use of e\'e- 
catching photograph.s — the abstract 



goes to work. Our modern anima- 
tion stands photograph all this \\- 
sual material on one negative com- 
plete with every kind of camera 
movement and optical effect. 

Using still photos instead of live 
action reduces the cost of tv spots. 
Look at panel two, for example: the 
scene called for an o\er-the- 
shoulder zoom shot to a close-up of 
the bankbook. In live action, the 
setui") — lighting, focussing and 
zooming — would require a half- 
hour of studio time with a full 
camera crew. In fotomation, onh 
one .still was required, and the ani- 
mation stand did the zooming. .\nd 
the intimate feeling of a close-up 
was never lost. 

Speaking of graphics, look at 
panel three: instead of using t\pe 
faces for titles to a jingle, the word 
"\ es" was spelled out in this fashion 
— another indication of graphic use 



of materials. 

T\ \iewers are conditioned to 
contemporary music. Witness the 
amazing attendance at hi-fi shows, 
the sales of stereo components, the 
acceptance of fm stations. Percus- 
sion musical themes with drum- 
beats and \isual effects now appear 
in t\ spots. In fotomation, the mar- 
riage between stills and fast musi- 
cal beats is obvious. It pro\ ides a 
(juickly paced sound track to which 
the stills can rapidh- change pace — 
in perfect synchronization. Or, a 
slow musical theme can be visual- 
ized with slow zoom and panning 
stills coupled with camera dis- 
solves. 

The time production problems 
are sohed with fotomation. T\ 
spots, presentations and shows can 
be produced in less than a week, j 
sometimes overnight. How? Be- 1 
cause the use of stills and art com- 
pleteh eliminates the need for time 
consuming editorial and optical 
work. Everything is photographed 
in a few hours, on an animation 
camera and on one negati\e match- 
ed to sound track. Often, the first 
print has the track right on it. 

Finalh', the question of cost. The 
obvious elimination of li\e action 
crews, studio costs, the overshoot- 
ing of live scenes, tlie savings on 
film, editorial and optical produc- 
tion costs, materialK reduce film 
production costs. ^ 




AL STAHL, president of Animated 
Productions, newspaper cartoonist 
for GcorKC Mathew .\dams News- 
s>iidicated 1934. stor>man, anima- 
tion, for Famous Studios, Tcrrv- 
toons Simial corps motion picture 
cameraman — \\'<)rld Why II, pro- 
duced first t\ spot in 1947 for the 
Xinerican Cancer Societ>, and to 
date, more than .lOOO television 
commercials. 



18 



SPONSOR/21 OCTOBER !!•!' 



"LT 
JlJi 




DO 



or 



SUBSTANCE? 




Circulation fi{;ur»*s^ — are they shadows or substani'«'f 

Especially in tlie broadcast fi«'!d. Is tlie number of readers 

the important tliinp or tlic importance of the people who do tii. ...i.iiii^' 

Think it over ami you'll see how aimless box car fijjurcs really are. Especially 

when you consider that in all of America there are just about "JIXKI decision makers 

— tht titanic 20(H) who finalize 95'f of all the national sp«»t businevs in the c<"'""-v 

Of coui-se SPONSOR reaches practically every one even remotely conne<-teti 
with the purchase of time but about this "titanic 2(K)0" there is one 
indisputable fact. By every imlepentlent survey made SI'ONSOK 
reaches this "titanic 21)00" with greater impact, more consistently 
than any other publication in the industry. 

This is the SUBSTANCE of our messair»' "^^'- '" '"^"'" "' 
bevond the SHADOW of a doubt. 



SPONSOR 



555 FIFTH AVE. MU 7-8080 



THE WCCHLV MACAZINI TV R*OIO AOVCKTIilRf U»I 

NEW YORK 10017 



"Hey, why don't 
you let me set 
you straight! " 



"What • s 
your 
angle?" 




There's only one rule to follow in reachinc; the total North Florida South 
Georgia regional market: WJXT Television! From anu angle, the figures 
prove it . . . SOT^^ more television homes reached outside the metro area 
. . . Vl^/( moi-e inside Jacksonville itself ... 42 out of the top 50 breaks . . . 
but, why go on? WJXT is the only eflicient way to build a schedule that 
stands up ! 



lirprrsentrd by TrAU ^9^ 

WJXT ^ 

JACKSONVILLE FLORIDA 

POST- NE^AfS WEEK 
STATIONS * o.v.^.oN o^ 

THE WASHINGTON POST COMPANV 



Source: June 1963 ARB. Mon.-Sun.. 9 a.m. to Midnight 



SPONSOR il Uitiihi, lUOJ 



Rating service 
set to roll 



audit 
in ' 



McGannon reveals Rating Council plans to 
study audience measurement techniques 
as NAB opens annual industry conferences 



Al Di I nl (lie i.itiiiu sfivici's is cv- 
pcitrcl to start in r.iiK UJf>l, im- 
!(i tlu* siipt'ixisioii of tlu' Hatinii 

lumcil, the oruani/atioii created 
!i\ tlic National Assoriatioii ol 
llroacU asters to do tlie job. 
The stej), eiilini iia t in '4 nian\ 

lonllis ol work 1)\ broadcast indns- 

i\ leaders, during uliieli time rat- 
ings have come under severe attack 
'>\ ijovernment and otiier.s, was re- 

. aled last week by Donald H. Mc- 
innon. (ironp W president, who 

IS stTNeil as chairman ot the conn- 
« il and is chairman of the NAB re- 
March committee. Heporfinu on the 
\ car-old council's ellorts to niore 
lian 2(H) broadcast executives as- 

inbled in llartlord, ('onn., for tlie 

i'tMiinu fall conference of the N.\B. 
\lc(;annon said all preparator\ 

ork would be coiupleted by the 

111 of the year. 

\\ hen the audit i;o»'s into action, 
the Hatiui: (.'ouniil, it is proposed, 
fill become a non-profit corpora- 
tion. .\t the mouKMit, incorporation 
[is beinn held up because final mem- 

ership has not been d«-cidetl. TIk- 
JAB. Hadio .\d\ertisin<i Bureau. 
Television Bureau of .\dvertisin^. 
iNational .Association of F\I Broad- 

sters, and the .Station Hepresenta- 
Hves .\s.sociation will be repre.sent- 
Whether the .Association of \a- 
lonal .\d\crtisers and the \merican 
Nssociation of Ad\crtisin<i \<4encies 

ill he included, is not yet known. 

I ho 4A and .\N.\ have sat in on 

Katinn Council sessions as obser\ers 

iid ha\c participated to the fullest 

tent. McC^annon said. .\nd he 

'!>es the\ will decide to liecome 

II members of th»> lioard. because 
\\ithout thtMu. it would hunt the 



lorcc ol the rclorm |)rot;ram. 1 In- 
Ciroup \\ president also noted In- 
thinks the j;o\c"rninent would like 
to see them participate as full mem- 
bers. Decision on their participation 
was to be worked out at a lucetiu'.^ 
scheduled at wc>ek's end. 

The incli\iduall\ desiiiued uictlm 
doloUy (jiicstionnaires. prepared b\ 
the Hating Council i^roup headed 
In NBCs Ibiuh M. Beville, and 
scut out l.ist Auiinst, should be re- 
turned by the ratinii ser\ ices this 
week, McCiaimon contimu-d. These- 
(|uestionnaires, c-oupled w ith stand- 
.nds and criteria set up b) the coun- 
cil, will ser\c> as the basis of the 
audit. .\ cpa or mananemcMit con- 
sultant firm, such as Price Water 
house or Ernst & Krnst, will prob- 
alily do the actu.d auditing, he said 
The audit will be e\tensi\e. similar 
to that of a corporation's books oi 
a bank, and N.\B could not main 
tain such a set-up on its own. th( 
broadcasters were told. 

McCannon said there were tluc< 
reasons why broadcasters must act 
on rafinu reform. First, to keep i;o\ - 
ernment out of "our business" and 
out of acKertising. Second, there-is 
the obliuation of the industrv to put 
its house in order in liizht of sc-rious 
(luestions raised at Washington 
hearin,i»s about television and ra- 
dio's liasic "sales yardstick." The 
housecleaninn. he noted, could lead 
to hijiher advertisinn re\cnues for 
the industry. .And third, there is the 
obligation to the jiublic as Iicenstx*s. 

Kmph.isi/ini: the need for ref(»rni. 
\fc<iannon said the industr)- must 
elimin.ite any traces of the .ittitude. 
"This tcH) shall pass." 

N \ M is hichl\- in favor of partner- 




DON.M.l) II. \l(l..V\\()\ 
fiiilinu Council clutinnan 



SPONSOR L'l ()( loiiKR llXi.S 




LeROY COLLINS 
president NAB 



ship with RAB on a radio methodol- 
ogy study, he also reported. But 
there are good reasons for going 
slowly up to this point. "We haven't 
been able to determine it the stud\ 
would lead to a method that would 
be too expensive for radio to bu\ ." 

A meeting of NAB's research com- 
mittee is scheduled to take place 
today with RAB officials to work 
out the details, or in McGannon's 
words, to come up with a "more 
streamlined" version. In all proba- 
bility, NAB will put up $75,000 of 
the $200,000 recpiired for tlie RAB 
radio study. However, NAB makes 
clear it will contribute the money in 
stages, giving it a chance to drop 
support if there are su])stantial road- 
blocks encountered. 

In addition to tlie .'i)2()().000 for the 
radio study, a methodology study is 
also being plaimed on network t\ . 
costing another quarter-million. The 
latter is being worked out b\' Con- 
tam, the Committee on National 
Tele\'ision Audience Measurements. 
Altogether, a bill of $750,000 to a 
million is anticipated as the \ arious 
studies get going, McCannon re- 
ported. 



McGannon repeated his earlier 
support for the efforts of the Adver- 
tising Research Foundation (see 
si'ONSOR, 7 October). He also e.\- 
l^ressed satisfaction \\'ith the com- 
mendations received bv the Ratin" 
Council from Rep. Oren Harris and 
others in government. 

\Vorking to implement the audit 
is another Rating Council arm 
headed by Frederick S. Houwink of 
\VMAL-TV, Washington, while an- 
other group, led b\' Simon Goldman 
of WJTN, Jamestown, N. Y., is de- 
x'eloping standards and criteria for 
the rating services. Working closeh' 
w itli all committees has been NAB 
research vice president Melvin A. 
Goldberg. 

NAB president LeRoy Collins, in 
opening the two-day Hartford meet- 
ing, first of eight to be lield in vari- 
ous parts of the country in October 
and November, expressed the opin- 
ion that the Rating Council effort 
"will stand out as a monumental 
achievement for broadcasters." 

Collins, whose own efforts in the 
face of continued industr\- criticism 
from government and public are 
drawing increased support and re- 
spect, also told broadcasters of the 
need to strengthen the Code. Talk- 
ing about time standards for com- 
mercial messages, which the FCC 
w ants enforced more rigidly, Collins 
said he fully agrees with the need 
for quality rather than quantity. 
The governor said the industr\' must 
get to the problem. And most im- 
portant, "we must impress upon the 
people that they have a stake in the 
Code." 

IS AS program activity 

The end product of all broadcast- 
ing is programing, the NAB presi- 
dent continued. Renewing his con- 
viction that the NAB should be 
doing somi'thing he suggested, as a 
start, a means of exchanging infor- 
mation on programs within (he 
NAB. 

Collins emphasized that he want- 
ed to see "NAB as a strong organi- 
zation in the vanguard of those 
broadcasters who want to advance." 
Broadcasters .should be proud of 
their work, he added. 

Turning the tables somewhat, one 
broadcaster, vS\dne\ E. Bxrnes of 
WSOR. Windsor, Conn., called for 
an NAB investigation of the FCC. 



"once and for all." B>rnes, during 
a question and answer session, won- 
dered, "Can't we ask the Congress 
to set standatds?" 

In answering, Collins said there 
was a need for reform but "when 
you talk about the law, you involve 
the whole FCC" and, as a result, 
must get considerable support from 
Congress. 

Broadcasters are a lot better off ', 
as a result of criticisms than they ' 
were two years ago, he said, and 
"shouldn't allow criticism to throw 
us off." 

End of advertising? 

That government was uppermost ' 
in the minds of broadcasters was ' 
made clear in an address by Lee 
Fondren, of KLZ, Denver, vice pres- 
ident of AFA. Fondren repeated his 
belief that with growing restric- 
tions, "Ad\'ertising — 1980" would ' 
be a time when tliere was no adver- 
tising at all, having disappeared dur- 
ing many years of harassment and 
legislation. 

Though plans were discussed to 
improve rating services, John P. 
Blair, head of John Blair Co., told 
a radio panel in Hartford discussing 
"New Techniques in Buying and 
Selling Radio Time," that the rat- 
ings are still being accepted by 
agencies and adxertisers and \\ ill be 
until something better comes along." 

Blair also noted the abundance of 
stations competing for too few ad- 
vertising dollars and the need for 
developing information on audi- 
ence age, income, occupation of 
family head, etc. Using documented 
research and one billing (as in the 
Blair Group Plan), he said, con- 
\inced him "this tvpe of selling is 
IT." 

Robert Palmer of Cunningham & 
Walsh told the group that it must 
focus on national advertisers, pro- 
\iding them more data, adding pro 
motion for advertisers, etc. Specifi- 
calK , he recommended: Planning 
several promotions well in advance; 
building into these promotions op- 
portunities for advertisers to par- 
ticipate; developing all details, pro- 
motional spots, prizes, displays; 
gi\ ing representatives access to all 
necessary information, and working 
through media departments to pre- 
sent a station's stor>' to interested 
parties at agencx or client \c\c\. ^ 



22 



SPONSOR 21 OCTOBK.R 1963 



Kluge warns against 'calcifying" media research structure; 
Roslow decries adherence to lip service without commitment 

Metromedia chief honored 



Ml DiA HK^K\Rc:ii is oiiK OIK- im- 
portant fact't in tlio ohstaclr 
rum so of niarkttinii. Oi-ativi- ad- 
vrrtisinjj is equally or more import- 
ant." cantionrd John W. Klnm*. 
prt'siili'iit and board chairman ot 
\lt'tr«)mrdia. in accvptinu The 
I'ulst "s "Man of the Year" award in 
New York hist week. He warneil 
l)roatleasters "not to fall into the 
<rror of calcifying the media re- 
search structure." 

He said ad\t'rtisinu expenditures 
should he made "with a more dear- 
lut idea of efficiency." Station op- 
erators must sell time "in the man- 
ner of a mature marketer. This in- 
( hull's how to i^ive the ad\ertiser 
and his agency research which will 
show him how to move goods and 
ser\ ices with smaller budgets." 

Kluge said he welcomes the addi- 
tion of uhf channels "to allow di- 
wrsification and counter-program- 
ing. He does not, howe\er, like the 
separation of programing on am-fm 
stations. He said operators pro\id- 
ing the public with a "fine service 
can only give a lesser service by 
separating fm from am." 

He advised the elimination of 
the juke box operators of the air, 
with their flossy FCC licenses, and 
allow the public to eventually make 
the choice of what band the\ pre- 
fer." 

**Peoi>le-rvsvarrh" hit 

Sydne\- Hoslow, director of The 
Pulse, charged at the luncheon that 

I much "good research capability- 
. . throughout the research busi- 

Iness is going begging because lip 
service to 'people-research' has still 

I not given wa>- to commitment." 
Roslow was referring to the "niis- 

Itake" made by buyers and sellers 
of advertising time "by not taking 
full advantage of the fuller, deeper 
meaning and potential of audience 
research . . . What up to now has 
been called "qualitative" research, a 
source of confusion since it sug- 
gests that the research has quality, 
but not that the audience is quali- 
Bed." 



He said The Pul.se was "working 
vi-ry hard ... to be of the utmost 
ln-lp ... in the formation of dav- 
to-day programing, selling, and 
bu\ inu th-eisions. fully conscious of 
the [xtteiitial value inir work tan 
have," adding he was realisticallv 
conscious" of th(> "truly limited role 
our work must perforce plav ." 

Hoslow said his firm is jiroceed- 
ing with a (Qualitative I'ersonal 
Diary experiment for radio, based 
on a one-day diarv person. illv 
plact^d, but returned by mail. He 
called this "a method of great prom- 
ise for radio audience research in 
depth." 

Telegrams congratulating Kluge 
on the award were received from 
Senators Dodd of Connecticut and 
Keating and Jav its of New York. ^ 



PAY TV A DANGER 

kl.l (.1.. II »( lliinL Mr liatr 
a in()no|M>l\ l<Mlti\ in lrlr\i%ion, 
pa> t\ Mould hr ii inotio|M>l\ rii- 
Kra\fd and tin- full uciKlii nf 
its mcnniiig will b<'f«in»c a hard 
n-alilx ... If pa> tv Mrrr a 
ri-alilv . . . and free Iv wa» 
liniilrd in llit- nuinbi-r of c-(ini- 
nuTt'inU, litis unuld bt- a . . . 
\va> for a uo\crninrnt aKrncs 
in <li-stro\ Itic- uorld'% KrralrsI 
nit-diiirn. 

Kosltiu : If iH a (listri-dil 
(o the ini-n and wonirn wlm hu\ 
[and sell] radi<i and t«-lt-\ision 
to accuse tlii-iii of f\ilusi\r and 
idoJalrnus di-Mition In ratinn* 
onl>, to llii- fxilusion of . . . 
creatisits, proKramint:, imaKr..- 
costs, flc\iK>ili(\ (and] asaila- 
bilitv." 




.MA.N OF nit VtAK : j oiiii \V K' 
.ind The Pulse's 19rv"> "M.ui of tl 
Roslow. director of The F- ' ' -_. 



SPONSOR ^21 OCTOBER 1963 



NOW For Tv-vouime 



' 




i: ' "' 



^\ 



7 ^ 



I « 



SEVEN ARTS 

ASSOCIATED 

CORP. 






Slims OF THe sirs'Trom seven ans 




I 



ADVERTISERS 



Warning on 
from NAB, 

AMERICAN business and the fed- 
eral jioverninent agree the time 
is ripe for an information-action 
campaign to alert the public and 
businessmen to the changes being 
wrought by automation — and NAB, 
the tv networks, and Foote, Cone & 
Belding are already actively in- 
volved. 

The changes will be so drastic 
and extensive that everyone will 
have to be informed, according to 
William R. Baker, Jr., chairman of 
the board of the Advertising Coun- 
cil, the volunteer public service 
communications complex which is 
preparing the campaign. 

All campaign advertising will be 
created by a volunteer task force 
at FC&B (New York). No advertis- 
ing will be purchased. As in all 
Council public service campaigns, 
tv and radio broadcasters, news- 
papers, magazines, outdoor and 
transit advertising companies, and 
advertisers themselves, will donate 
the necessary time and space to 
project the messages to the public. 

The effort will reach in four di- 
rections to accomplish the task. In 
one direction, community leaders 
will be alerted to the problem and 
asked to survey their o\vn communi- 
ties to see what should and can be 
done to match available jobs with 
(rained work(>rs. The campaign will 
also focus on some of the outstand- 
ing training programs already in- 
stalled by companies to meet the 
situation. The third arm of the cam- 
paign will be a general information 
program designed to interest those 
whose jobs have, or may, become 
obsolete to get started on re-train- 
ing in a needed skill. A special com- 
paign will be directed at parents, 
high school students, and educators, 
to help cut down "drop-outs." 

Last month, the Council, through 
the cooperation of NAB and the tv 
networks, made a beginning on 
phase four by assisting tlie govern- 
ment in getting nationwide e.xpo- 



automation 



sure of a specially prepared mes- 
sage by the President, who urged 
young Americans to "return to 
school". 

The campaign felt the first stir- 
ring of life in New York last May 
when the Council convened a con- 
ference of 80 chief executive offi- 
cers of the country's biggest em- 
ployers of labor, after the Council 
had been approached by the White 
House and the Labor Department 
and asked to consider the feasibility' 
of conducting such a program. 

The conference was briefed on 
the automation problem by W. 
Willard Wirtz, Secretary of Labor. 
Charles E. Wilson, former execu- 
tive officer of General Electric, and 
Charles G. Mortimer, chairman and 
chief executive oflRcer of General 
Foods, are co-chairmen of the 
Council's Industries Advisory Com- 
mittee, which sponsored the con- 
ference. The sub-committee in- 
cludes Harold Boeschenstein, presi- 
dent of Owens-Corning Fiberglas; 
John D. Harper, president of the 
-Muniinum Co. of America, and H. 
I. Romnes, president of Western 
Electric. Charles E. Corcoran, 
Equitable Life Assurance Societ\- 
v.p., will serve as volunteer coor- 
dinator. ^ 

Turn off computer, 
cautions print exec 

No newspaperman ever sounded 
more like a broadcaster than Dr. 
Leo Bogart did last week on the 
subject of the computer. Bogart, 
vice president of marketing plan- 
ning and research for the Bureau of 
Advertising of the American News- 
paper Publishers Assn., addressed 
his remarks to the Poor Richard 
Club at its Newspaper Week Limch- 
eon in Philadelphia. 

Emphasizing that computers are 
only complex working tools, Bogart 
said that it was not necessary' to 
remind his audience that "the com- 



puter does not make decisions, 
about media or anything else. It 
will rank or compare media on the 
basis of specified instructions, and 
on the basis of its ability to do arith- 
metic, use logic, distinguish like 
from unlike, and do it all darn fast. 
It cannot integrate, cannot synthe- 
size an experience in the way the 
human mind can grasp and shape 
and Havor an experience all at 
once," he reminded. 

A computer program for media 
selection is forced to treat all of its 
data as equalK "hard," said Bogart. 
Thus, "critical comment can never 
be levelled at the computer, but 
onK at particular notions of how to 
use it. " .\lso. he warned against "a 
real danger that it may simply per- 
petuate some of the false reasoning 
that occurs when the cost-per-thou- 
sand concept is applied to inter- 
media comparisons." In Dr. Bogart's 
opinion, one of the vulnerable as- 
pects of the agency computer pro- 
grams is that the\' rest squarely on 
the concept of audience as a single 
unitary term." 

Lipton again dunking 
its dollars into CBS 

Lipton Tea liked its advertising 
lineup last year so well, it is re- 
peating the basic strategy. It will 
be, according to product manager 
Robert Anderson, the strongest ad 
support in the histor)- of the brand. 

Campaign centers on the com- 
bination of two top CBS TV talents 
— co-sponsorship of the Ed Sullivan 
Show for the full season and full 
sponsorship of three conied\-and- 
music specials starring Carol Bur- 
nett. Last season Miss Burnett star- 
red in Julie and Cowl at Carnc<iie 
Hall and Carol and Company for 
Lipton. The 1963 trio will be roimd- 
ed out 12 November with Calamity 
Jane. In 1964, Miss Burnett w ill do 
an as-yet-untitlcd hour-long musical 
\ariety show in the spring and Carol 
and Company will be re-televised 
in the ."summer. In the Fall of '64, 
Lipton will spt)nsor the tv adapta- 
tion of the musical comedy which 
made the Burnett name, Once Upon 
a Mattress. 

Lipton Tea spokesman George 
Fenneman has filmed new com- 
mercials with the familiar "change- 
of-pacc" theme, via agency Sulli\ an, 
Stauffer, Colwell & Ba\les. 



26 



SPONSOR/21 OCTOBER 1963 



EQUITABLE 



VW dealer 
puts across 
U. S. image 

Broadway opening night 
suits advertiser's goals 

BY juffr about evt-ry staiul.iul in 
automotive circles. The 1 laiisi-ii- 
MaclMiee En«iineeriuR C«. of Bos- 
ton suburb \\'alfhaui is a maverick 
advertiser. Uetlectiui; the \arious 
dicta set forth by Volkswai^en of 
America, wliich it represents as 
VW distributor to 4.3 dealers in 
five New England states, llanseu- 
MacPhee does not subscribe to the 
cop\-art theme that one disen- 
chanted l)i-troit e\ecuti\e once de- 
scribed as "that up hill, down hill 
cockamaymie." 

Nor does it believe in centralized 
advertisinti in that it was one of the 
ver>- few VW distributors to select 
its own ad auenc\ — Ingalls .Associ- 
ates, Bost«)n — and even then, it 
acted as the tail that wauued the 
dog. Volkswagen ma\ at last get 
into national television this fall, but 
Hansen-MacPhee. now spending 
$4(H).(KX) a year ( most of it broad- 
cast media) has been a T\' ad\«M- 
tiser since 1959. 

To put across the idea that the 
beetle is really an .\merican tar. 
H-McP has spared no trouble in 
backing ".\merican" programing, 
much of it in the news, public af- 
fairs and sports fields. More recent- 
Iv, it has been sponsoring the Cana- 
dian Broadcasting Corp. s\ ndicated 
On Staiie! series ( under the title of 
The Volkstcaiicn Hour in the hopes 
of gi\ing its new car prospect > 
(profiled at being young but ma- 
ture, sophisticated and oi abo\e- 
average e;irning power ^ a suix^rior 
grade of T\' drama. 



A 

N 

T 



mnMaii nxn .u william HAMMmrraoi 



'TiiTrlt^Vf 



ROBERT NQMI DMadly HOWMID EA SIEVA 




#^ ly V c i\ 



^ c i\ ^ 



V•i•^iMliVJVK»KlvW9,• 



Marquee provides backdrop for commercial 

()bjecti\e of Hansen-MacPhee was to transport the viewer and 
impart a sense of immediacy to the commercial. Shots of the 
theater marquee (right) were used in background via rear- 
screen projection to tie in closely with the program 



MDEO 

Ti^ht pan across marquee on 
rear projection 

DISSOLX'E to man's left hand 
in jacket pocket; hand draws 
out cigarette pack i^ matches 

ACTOR A flips crumpled ciga- 
rette pack into street; it lands 
next to \\\ hubcap on car; 
TRUCK to follow action of 
pack, HOLD TIGHT on VW 
hubcap 



AUDIO 

Street noises SFX over: theatre cro\\(I 
voices, low 

ACTOR A: Time for a smoke before 
the show? 

ACTOR B: Just about. 



ACTOR A: Say (PUFFING ON 
BUTT) you know, I'll bet they're 
terrific as a towncar. 



CUT to riglit hand side of car ACTOR B: Fine looking machine, too. 

ACTOR A: This is a new one . . . 
I think. 



CUT to CV sunroof; hold brief- 
ly, then dolly in to TCU sun- 
roof 

CUT TO side of car; dolly in 
(/uickly to door handle, then 
interior dashboard d- wheel 



CUT to ^ front view of car. 
Truck to head-on shot, slightly 
closcr-up 



CUT to side shot 
CUT to front shot 

Cl'T l>ack to side shot 



DISSOL\'E to left hand hold- 
ing cigarette. On cue, hand 
turns- so that man seems to look 
(It watch, still holding butt 

Hand flips half -smoked butt into 
street; it too lands by liubcap 

Fast out-of-focus pan to no- 
uhere; cut to camera 2 midway 
on Advoratr marc/uee, rear pro 



ACTOR B: What makes \ou think so? 



ACTOR A: Sunroof. I think last year's 
used to be leatherette, or something. 

ACTOR B: Mmm, I don't know . . . 
but this isn't the same steering wheel 
as last year's. 

ACTOR A: Huh ... I think \oure 
right. Mine has a honi ring . . . 

ACTOR B: How long have >ou had 
your Folks- VVaggin? 

ACTOR A: Oh, 'bout five \ears now, 
I think. 

ACTOR B: Like it? 

ACTOR A: Like it's one of the family. 

ACTOR B: Look an> different from 
this one? 

ACTOR A: Yeh, but Mi be darned if 
I can tell you how. 

ACTOR B: He>. what time have you 
got? 



ACTOR A: Whoops, 7:30. 

ACTOR B: C;'mon, let's get the show 
on the road. 

SOUND: footfalls receding 

SOUND: street noises up 




,•■ ,, ^ '>'■'/;%. ^ ;^<^'< 



"Time for a smoke before the show? . 
looking machine . . This is a new one . . I ii 

Thus, when WBZ-TV approached 
it to buy into Opening. Nif^lit on 
Brood way one-shot presentation 
(sponsor, 5 August 1963), explain- 
ing that the premiere offering 
would be about the controxersial 
Sacco & Vanzetti Trial of 1920-27, 
ad manager John C. Dowd became, 
in his own words, "enormoush" in- 
trigued." This, despite Hansen- 
MacPhee's well-known disdain of 
participating sponsorship. (Ex- 
plains Dowd: "just think of what a 
back-to-back deodorant spot could 
do to the image of V^^' as a sensi- 
ble, thinking man's car!") 

The play would sureh' draw 
large audiences, stirring up all sorts 
of unpleasant reactions (see bo.\, 
page 29), but how to work a way 
around its self-imposed ban against 
shared spots? 

^^'(^stingll()usc had the answer, 
and Ingalls spelled it out. The show 
would have no opening sponsor 
billboards ("this show is being 
brought to \(ni b\ ,\, B, C, D and 
E . . . and later on b\- F, G, H and 
I") and the opening spot would be 
kept separate from the otiier an- 
nouncements b\- a full first act. 

To Ingalls fell the task of filling 
it and, recalls \-.p. and partner S. 
Joseph Hoffman, "coming up with 
something different." \\hat Hoff- 
man didn't say, but which seemed 
ob\ious to many in Boston adver- 
tising circles who saw the show last 
Monda\- night (14 October) was 
that 1)\ being first and alone, \"olks- 
wagcn appeared to be "sponsoring" 
the whole shebang. 

It was just as well that nobod\ 



28 



SPONSOR/ lil ociOBiR 196:^ 




or I don t know ... but this isn't the same steering wheel "Like one of the family . . (this one may "Whoops. 730 . Cmon lets 
. Iw long have you had your Folks Waggm? . . . like it? be different) but I'll be darned if I can tell get the show on the road 



IxitluTftl to spi'll it (Hit: tlir \'N\ 
spot was tlu' oiiK tapi'd c-onimt'i- 
lial ill a wi-Itt-r ol not-so-casual 
liliiu'il aniionnct'iinMits. 

How to lill tills $1.2(K) spot:' 
CopywrittT Ha\- Wt-kh su^Kt'sted 
siimilatint; flit' si'ftini; of the actual 
Mioaduav opt'iiint; "to lie oiiisfKi's 
firniK to fliat niulit s oHt-rim; on tlu- 
stauo and on T\'." Tin- first dralt 
»)f the script was written on the 
haek of an old envelope. 

The am'iKA hired New York pho- 
tographer Alan Winston to shoot 
!ii<lht-tinie exteriors of the ANTA 
Theatre — before and after the pres- 
ent inanniee was si-t in type. These 
shots were then put into slides for 
use in rear-screen projection. Ob- 
jective: to transport the viewer to 
New York to impart a sense of im- 
inediacN to the commercial Welch 
instincti\t'l\ knew would be miss- 
ing in the other spots. 

The two actors used were off- 
camera. onI\ the hands and wrists 
of one of them would show on the 
screen. The actual focal point of 
the commeriial was the new "64 
N \\ — and the improvements onl\- 
the sharpest-eyed 'bug' owner 
would spot. (See script, box this 
and precedinu page). 

Cireat emphasis was put in the 
copy on the uncertaint\- aspect of 
whether this was a difFerent-look- 
ing car from earlier models; this, 
explains ad manager John Dowd, 
is one of \'W's big sales points: 
non-obsolescence combined with 
durability. ,So informal was the tap- 
in<4 that striiit edititig was done 
betwren taped t.ikes. ^ 



No morning after blues at WBZ-TV 

E.XKCiTiNEs at \\ HZ-T\' steeled themselves for the worst 
before Oju-nini:, S'i<iht on Broadway aired another jKist- 
mortem view of the city's most sensitive court-ca.se, the 
long-gone but hartlly-forgotten Sacco ^: \'an/.etti trial of 
1920-27. Telephone switchboard oper.ifors were cuetl to 
receive even the most v ituperative calls with i .ilm .md 
cool politeness. 

Rut bv the morning aft<'r, asense of r«'lief vva.s rttorded 
by station management. Only 21 negativ*- calls vver** 
received to 91 positive or commending messiiRes. and 
five callers even pointed out how "informative" the show 
turned out to be. It was a far cry from the hornets nest 
stirred up by \fiC-T\ two years ago wlu-n Heginald 
Rose and Robert .Man .\urthur put on their fwo-parter 
on the same trial. 

Even the Roston jiress was kinder, this time. The 
C'.lohc's Percy Shain called The AdiiHtitr "a beautif ullv - 
rounded, thoughtfullv-written. «'X(juisit«'ly acte<l jHTsonal 
drama that struck emotional sparks." His c-olleague. 
drama critic Kevin Kelly, .saw the tajx'd show Mond.iv 
afternoon, fh-w to New York to catch the actual Rroad- 
wav play, found the T\' version much Ix'tter for the in- 
timacv it offered. Onl\' the HcraliFs .\rtlnir Petridge held 
firm to the Rrahmin Party Line; he terme<l it "the worst 
piece of junk ever foisted on the .\meric.in public . . . 
the worst type of Cojnmunist propaganda." But he had 
to confess the mounting and acting was "oufstantling." 

The most interesting reaction was that of an adxt-rtis- 
ing ex«'cutiv»' who pointed out that many jX'ople he'd 
talked to after tlu- show lomplained of its length: .ip- 
parently there are still too many distractions {{oini; on in 
the average I'.S. hou.sehold to keep viewer atte-ntion 
riveted to the tiny screen for 15() minutes with onlv i 
few station br«-aks in Ix'tween. H*- was i^ 
whether "the public really wants "free T\*," " si 
that had viewers to fHiy Un seeing the tipeniii 
might have had less trouble ci>ncfntrating on the show . ^ 



SPONSOR 21 OCTOBER 1%3 



ADVERTISERS 



Negroes ^star' 



to new role 

The Negro community has been 
staging a "March on Madison Aven- 
ue," issuing a call for integration 
into the tv commercial talent com- 
munity. It would seem that de- 
mands made this summer by the 
Congress of Racial Equality to 
Lever Bros., Colgate-Palmolive, 
and P&G fell on sympathetic ears 
because the fall crop of commer- 
cials includes many Negro models. 
Besides the CORE discussions with 
advertisers, pressure is being ex- 
erted by the NAACP, which is ap- 
proaching employers and unions 
in film production, agencies, broad- 
casters, and labor groups. Negro 
athletes and musicians have long 
been used in some sponsors' com- 
mercials, and Negro models have 
always been used to advertise prod- 
ucts specifically aimed at Negroes. 
What is new is the use of Negro 
models to advertise products with 
national appeal, as exemplified by 
these story boards monitored in 
New York by Radio TV Reports. 




St. Louis Cards' fielder George Altman pitches bowling ball and Gillette blades (Maxon) 




Three pretty little girls discuss Soaky shampoo toys (Bates) on "Captain Kangaroo" 




Negro family is interviewed by Jack Lescoulie in Central Park for Fab ad (Bates) 




All (SSC&B) features Negro housewife in one of the first integrated commercials 



Gilbert's 9-mo. sales 
top any entire year 

A. C. Gilbert reports its toy sales 
for the nine-month period ending 
30 September already exceed total 
toy sales for any previous year in 
the history of the company. In 
addition, orders for the month of 
August ran 385% ahead of the same 
month last year and established a 
new monthly high for Gilbert. 
Benjamin F. Moats, Jr., marketing 
and sales vice jircsidc^nt, termed 
this most significant in view of 
the "generally recognized late buy- 
ing pattern estabh'shed by whole- 
salers tliroughout the industr\ this 
year." 

Gilbert repackaged its entire toy 
line for 1963, while offering the 
largest line in its 54-year history. 
Moats attributes the sales surge to 
the new toys and their new pack- 



ages, plus early favorable dealer 
and consumer reaction wherever 
the products were on display. An- 
other sales-building factor, he said, 
was the "Toy Safari," a traveling 
toy showroom and show that cov- 
ered 44 major markets and proved 
instrumental in opening up a large 
number of new accounts. 

20% gain in science set market 

Commenting on share-of-market. 
Moat said Gilbert has elialkod \ip a 
20% gain in its market share ol 
science sets and now holds first 
place in dollar volume in the minia- 
ture road racing field within its 
.\utorama brand. He noted that re- 
orders for the 1963 to\s are sub- 
stantial and growing in \'olume, as 
contrasted with a dearth of reorders 
in 1962 during the corresponding 
period. 



NEWS NOTES 



Research lab-on-wheels: .\ custom- 
built, traxeling advertising labora- 
tory operating in Hamburg, Ger- 
many is the first of its kind in Eur- 
ope's common market. Owned by 
Universal Market Research (which 
has opened new offices in New 
York at 400 Park A\e.), the mobile 
unit is equipped to conduct tests 
on telexision, radio and print copy 
and on product, package and taste 
reaction. Marking Universal's first 
step in overseas expansion, the unit 
is now undertaking its first assign- 
ments for an American and an Eng- 
lish advertising agency. UMR mo- 
bile laboratories are equipped for 
movie projection, roundtables, and 
have the facilities for mounting 
panel discussions. 



30 



SPONSOR, 21 OCTOBER 1963 







TIME 
LIFE 

BROADCAST 



L WASHIS<iIOM 



Washington D.C. is our local beat. 

Ni'tuork nc\ss pre )i;r, nils Ironi \\,)'.nini;t( iti Mm- .is tnt\ .irv, i .in i i cncr .lu trir ~' 
that aftoct particular slates Our Washington Bureau can Bill Roberts, Carl Coi' 
ancJ Norris Brock file radio and TV reports daily to our stations on matters of area 
importance They re backed by more than 20 of Washington's top specialized r- ■ 
ers, the bureau men of time, lift and iortuse . Thus wc join the world's most in , 
tant news city to our audiences. We have done so, on a full-lime basis, since 1958. 



Wc bflic%f thjt group operjtor*-* ihird force in brojd- 
Cdsdng-can oHer unique service* to the cc '•cir 

stations ser\e As a division of Time IfKO-; -e- 

life Broadcast is especially gratified to be *•■ . >er 

those services in the area of news and public affairt. 

C»tirO«SIA-»OCO-tV*M r« Sjn r).,,c COlOtAOO-KLZ TV A.M ru (Vmr> n<OtAN*-»t»v< TV *.M »M l«»vK<««>''> mOWCA>»-V%000-IV-»>MMCi|» <t J»l<i' 



t*J«nCM-TVAU ■ 



SPONSOR, 21 ocioBFR IW.S 



SI 



Kraft (Canada) in 2-year commercials pact 




T. P. Quinn, Canadian advertising manager of Kraft Foods, Ltd., is 
shown signing a 104-week contract for the production of six commercials 
a week with the video tape division of Robert Lawrence Productions 
(Canada). With him are (1. to r.) Mel Gunton, producer, Needham, Louis 
& Brorby, Canada, Kraft's Canadian agency; Bruce McLean, NL&B ac- 
count supr.; Peter Elliott, executive producer, RLP video tape division 



Maxwell House buys six: T1h> Gen- 
eral Foods Corp. division placed an 
order, via Benton & Bowles, for 
sponsorship in six NBC TV pro- 
grams during October and Novem- 
ber. Other new business at NBC 
TV includes the signing of Brown 
& Williamson Tobacco for sponsor- 
ship of two post-season football 
classics, the Sugar Bowl on 1 Janu- 
ary and the Senior Bowl on 4 Janu- 
ary. B&W, with % sponsorship, will 
feature Viceroy cigarettes and Sir 
Walter Raleigh smoking tobacco. 
Company has been a sponsor of the 
bowl games for the past several 
years. At ABC TV, business came 
in from Kitchens of Sara Lee for 
sponsorship of Jiiiniiy Dean Show, 
Breaking Point, Ron Cochran with 
the News, and Channin<i during 
December. Commercials feature 
tluMne "Who else but Sara Lee 
would you let do your holiday bak- 
ing?" Remington Rand Division of 
Sperry Rand Corp has purchased 
additional sponsorship of the live, 
two-ho»ir Jernj Lewis Show on ABC 
TV for its portable typewriter di\ i- 
sion. RR had previously scheduled 
an advertising camjiaign for its elec- 
tric shavers on the Lewis show. 



FalstafF finances bullish: The best 
svunmer season in Falstaff Brew- 
ing's history resulted from record- 
breaking sales in the third quarter. 
Volume for the three months 
totaled 1,575,000 barrels. Third 
(}uarter net sales reached a new 
high of $37,816,207, up more than 
$3 million from the 1962 quarter 
net of $34,793,448. Net income was 
$2,119,904, compared witli $1,913,- 
298 for the same period a year ago. 
Per share earnings were 96 cents, 
against 1962's 87 cents per share. 
For the first nine months, net sales 
were $110,703,858, as compared 
with $96,237,753 in 1962's coinpar- 
able period. Earnings readied $5,- 
006,459, in comparison with $4,770,- 
230 last year and per share earnings 
for the p(>riod were $2.26, against 
$2.16 for 1962. Falstaff, by the way, 
has broken off merger talks with 
Liebman Breweries. On other fi- 
nancial fronts, Helena Curtis In- 
dustries reported higher second 
(juarter sales and earnings com- 
pared with the preceding quarter. 
For the three months end(>d 31 .Au- 
gust, sal<\s increa.sed to $18,268,722 
from $17,288,982 for the preceding 
(juarter. Net earnings were $567,- 



.361, or 27 cents a share, compared 
with $.306,294 or 14 cents a share. 
Both periods, however, were lower 
tlian last ye^r. Company's new 
wrinkle lotion is expected to go into 
test market next month. 

Drug firms suffer FTC criticism: 

Complaint has gone out against 
"Outgro" commercials, and two 
consent actions ended troubles of 
Chesebrough - Pond's "Vaseline" 
commercials, and advertising for 
three of Imperial Relampago Corp.'s 
chiboratel}' named drug prepara- 
tions: ".Alcolado Relampago," "Bron- 
komulsion Relampago," and "Sera- 
brina La France." FTC says .Ameri- 
can Home Products' tv claims for 
"Outgro" are too far out, because 
the product will not cure ingrown 
toenails without other treatment as 
viewers are made to beliexe. FTC 
says the .30-year-old trade name it- 
self is deceptive, but the firm can 
keep it if full disclaimer of the 
product's alleged "out-growing" ef- 
fects arg .clear in the advertising. 
In the consents, which don't carry 
admission of guilt, Chesebrough- 
Pond's was ordered to drop t\' and 
other ad claims that its Vaseline 
does marvels in the treatment of 
cuts, burns, etc. Imperial Relam- 
pago has to drop chiims that its 
products relieve \arious bronchial 
and nerxous ills. 



NEWSMAKERS 

Nick G. T.akton to puliUe relations 
and advertising director of Clark 
Oil & Refining Corp. 

R. H. Bkxedict to director of 
special marketing programs of Olin 
Mathieson Chemical Corp., and 
Ckorge W. R.\hixg to director of 
market planning of the firm s Win- 
cliester-Western Di\ ision. 

\\'iLUAM J. HooFE. Ill to general 
sales manager for the B. F. Good- 
rich C'o.'s building products de- 
partment. He was former sales 
manager for the Barrett Di\ision ol 
Allied Chemical Corp. 

John A. Bi.UM, senior \ice presi- 
dent of Mae\"s in New York and 
Mklvin p. Vaught, vice president 
of J. J. Newberry, to the board of 
directors of the Sales Promotion Di- 
\ ision of National Retail Merchants 
Assn. 



32 



SPONSOR/21 OCTOBER \%'S 



FROM AMERICA'S LEADING PRODUCER OF 
QUALITY UNCLES AND Pf.ODUCTION AIDS 



COMMERCIAL RECORDING CORPORATION 



y/ii\\\\\ 



"MONEY MAKER" 



auniif 



'/•'^".T 






BRINGING 
PRODUCTION 



fOR 



THE 



f\RST 



^0 «_^.^:°'i CH PRO^^DES Ml 



Of THt 



DR^w^T\c, 



Ml 



m-oNt 



uuoto 



TO 



SERM\Ct 



VJH\CH 



INCREASE SPOT SALES 
ATTRACT NEW BUSINESS 




'^"''^ifj,^ 



•••r*3; 



'"*t*K 



"•^a.^ 







"MONEY-MAKER" 
BRINGS YOU 








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PRODUCED AND RECORDED AS YOU WANTED THEM — 15-SEC. OPEN- 
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350 BRAND NEW LYRICS! 

350 DIFFERENT PIECES OF MUSIC! 



WILL CUSTOMIZE FOR YOUR ACCOUNTS ANY 
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The JVIONEY-MAKER" Commercial Library 




Created and produced by radio-minded management to meet the need for an all-new, com- 
plete, high-quality commercial library for attracting new business and enhancing station image 



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IN ADDITION TO THE FEATURE ITEMS LISTED HEREIN, THE "MONEY-MAKER" LIBRARY ALSO 
GIVES YOU THE FOLLOWING ALL-NEW PRODUCTION AIDS: 






■k 



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COMMERCIAL INSERTS 



COMMERCIAL PUNCTUATORS 

Stingers, Playons, Playoffs, Flares, Fanfares, etc. 



iNSTRUMENTAL BACKGROUNDS FOR SOFT 
ANNOUNCEMENTS . . . 

— in six basic tempos and keys. 

CHRISTMAS ANNOUNCEMENT AiDS 

— including jingles announcing the days to Christmas, beginning with 30. 



of various "colors." 



^ MUSICAL BRIDGES 



MUSICAL MOOD INSTRUMENTALS 



SOUND EFFECTS 



ELECTRONIC SOUND EFFECTS 

All on L.P. disks except the Singing Calendar. 



^ 



And for your production department A NEW, PRACTICAL, EASY-TO-USE 
PRODUCTION CATALOG FOR INSTANTLY LOCATING ANY CUT IN THE 
LIBRARY. WILL SAVE HOURS AND HOURS OF PRODUCTION TIME IN PUT- 
TING TOGETHER STATION-MADE SPOT ANNOUNCEMENTS. 



Commercial Recording Corporation 



3104 Maple Avenue ■ Dallas 19, Texas 



AGENCIES 



K&E plans to boycott 
non-code r/tv stations 



I 



Ki \^()\ (.\ I'lcKii AUDI is prt'p.iit'd to 
l)()\c'<)tt .iii\ hro.ulcastiiiii slafioii 
which dot'snt acllnTi' ti> the NAM 
iir ail f<jiii\altMit nHir concrriiini; 
list' o{ I'oiniiuTcials. 

Thr aiit'iKA made its stand know n 
,ist urfk. In tht- fair ol ini|)tii(hn^ 
I'CX' action to control o\ cr-coinint r- 
ialization, k\K, licncially ranked 
i\ one oi fill" 20 hiuucst am-nc ifs 
donu'sticalK, hcyan an iiitrnsivo in- 
vest iijat ion last April to dc-tcrnnnc 
low it inii^ht assist the broadcast 
iiidnstry in carr\in<4 onf a jiolicN of 
Ncll-rc'Unlation. The top oO t»'li'\i- 
Nioi) markets and the top 25 radio 
markets \\ itc examined to deter- 
mine the stations snhscrihing to e\- 
istinu c-odt^s. 'Based on the r(\snlts 
'f this stndy. K&K feels it is practi- 
al. snhject to indi\idnal client 
lUreement, to snpport the broadcast 
indiistrv's efforts at self-regulation 



l)\ eoMlinm'4 its piiithases in tin 
broadc'.ist medium to st.ttions sub 
scribing to the NAB or e(jni\alenl 
code, or to stations which enforce 
ecpiivalent rnlc-s without actiialK 
subseribimi."' 

No idle thre.it. Ken\on ^ Kck- 
liardt's action could liaNc cripplinii 
economic effects on errant stations. 
The auencA spcMuls about half of its 
SSO million annual domestic billiims 
in broadcast and lists among its cli- 
ents such acti\e radio and tv u.scrs 
as I""ord Motor Co. ( c'orporate ad- 
\('rtising and Liiuoln-Mercurx di\i- 
sions); Shell Oil (public relations 
advertising); Kdward Dalton ( Met- 
recal, etc.); Isocline I'harm;ical; 
Pabst Brewing; Beecham Products; 
H. T. French; National liiscuit (^o.; 
r. S. Plywood. 

While K^i". wont make .in\ 
chauLTes in broadcast buvs without 



Color aid for agencies and advertisers 




T(»k>o Sliihaiirn Electric Co. (Toshiba^ lias inlnuliiccd a nf« |\pf of 
color computer whicfi uses spectroplii)toinetr> and clccfronic compula- 
lion to print color nicasnreinents on tape in two niiinites. KeportecIlN 
capable of clistincnishcd 100 million different colors, tlie machine offers 
means to improse color printinu and pliotouraplis . aii<l to create new 
colors for manufactured products. Price; S 10,0<M) (FOB Japan) 



client appros.d of llit uid 

ulterniitive scIhkIuIcs .r mmu 

reviewing syxA put' iitlnlf* 

for f.uli of its cli<'nls i<< nnd what 
shifts wtiuUl be eioimnucaliy feas- 
ible in each cu.se." I'ikiii ctiinple- 
linii. lio|N*fully l»y initl-\«»\einl»<T, 
the reviews will be- ciiscTiss<ti with 
each cli«-iit. ^ 



IBA nears 250 entries. 
10% from overseas 

wheels .ire l)emnnm.i to turn for 
the 4th .\iinu.il International Rr<M(l- 
c;isting .\wards com|)elitioii, s|x»n- 
sored l)y tin* IIoIKwixk! .\d (-'lub to 
honor the world's Iwst broadcust ad- 
vertising. 

.\s of 1 October. 237 different en- 
tr.mts h.id recjuested I ..32.5 IB.\ en- 
tr\ forms, .\ppro\imately KK^ of the 
requests come from ct)mix*titors 
outside the l'. .S., informs John T. 
Hcynolds. CBS T\' senior V.P. and 
general chaim.m of this years com- 
petition. Finl.md w ill be represented 
for the first tinu-, touether with these 
1 I other c-ountries outside the I'. S.: 
.\ustr.ilia. The B.ihamas, (Canada, 
KI Sabador, England. Francv. Cier- 
in.un, japan. New Ze.dand. Tlie 
Philippines, South .\fric.i. I)«*.tdline 
for all c-ntries is 1 Decc-mlx-r H)63. 
Commercials enteretl must have 
been bro;idcast at least once, Ik'- 
twcen 1 December PK>2 and the 
entr\ de.ulline. IB.\ Trophies will 
be awarded to winning e»)minercials 
in 11 t\ iind eight r.ulio categories, 
.md for speci.il technical awards, at 
the IIoIKwockI Palladium, 25 Feh- 
ru.ir\ U>^>« 

h iff jiiiliiiini rrnlrrn 

.Ml entries arc judge<l by profes- 
sion.il screeninj* committivs in I.4in- 
don. Toronto. New York. Chicago. 
.md IIoIKammhI Fin.d judnini: is 
then held in HoIKwihkI by a siH-cia! 
committcf notninatixl and seletictl 
from the \'MM) r ' s of the In- 
lenjation.d \iK' \sNn. which 

has represent.itiNcs m I *K) countries. 
Don Estey. Mori;an-Fst«-\ Produc- 
tions, HoIKwcxkI, heads the IB.\ 
Judging C'ommittee. Its members 
.ire; fi.irbara Franklin, ailress-an- 
nouncer: Jack Catti. Honig-Cooper 
\ Harrin ' ' . k \Ie(,)ueen. Foote. 
('<tne & I . Kd Hinker. Screen 

(U'ms; and .Ann Schwartz. Flag.g 
Films 



ISMHSOR, 21 ocioBFR 1%3 



S7 



/¥^% 


^^K^/jH ^^^1^ ^gBkJM 


^^^^^V iM^»' 1 


ft ^ 



One in a Million 



North Carolina's North caroima-s 

Golden 

biggest market— rnangi. 
tops in population, 
households, retail sales. 

NO. 1 MARKET IN THE NO. 12 STATE 



TELEVISION ISl 

WINSTONSALEM/GREENSBORO/ HIGH POINT 
Represented by Peters, Griffin, Woodward 




A-C? It's All-Canada Radio and Television 
Limited, first and paramount representation 
firm North of the Border in broadcost soles. 
A-C reps 43 radio, 22 TV stations — in all 
primary, most secondory markets. Weekly 
radio reach is 50% of all households for 
60% of national retail sales. TV: 62% of 
households for 53% of national retail soles. 
AC has 12 offices: New York, Detroit, Chi- 
cogo. Son Francisco, Los Angeles, Dallas, 
Atlanta and Montreal, Toronto, Winnipeg, 
Calgary, Vancouver. 
To reach all Canada, talk fo All-Canada 



All-Canada 

Radio & Television 

Limited 



1000 Yongc Street, Toronto 5, CANADA 




Manchester's billings 
in $2-million boost 

Lowell Toy Manufacturing leads a 
list of eight new accounts picked up 
by The Manchester Organizations. 
New business swells the agency's 
annual billings roster $2 million and 
places it somewhere around the $15 
million billings bracket. 

Lowell, a New York-based manu- 
facturer of games, novelties, and 
toys, is the official manufacturer of 
all badges, pennants, and banners 
for the New York World's Fair and, 
in addition, will shortly announce 
entry into a new product field. 
Lowell accounts for a substantial 
portion of the $2 million. It is also 
the only one of the eight new clients 
which will be heavy in broadcast 
advertising. Immediate plans call 
for radio and tv spot and specific 
plans will be announced some time 
next month for network television 
participation in 1964. Both network 
and spot activity will concentrate 
heavily on kids' shows. 

Other new accounts to be ser- 
\'iced by Manchester's New York 
office are LaSalle Industries of 
Philadelphia, manufacturer of ac- 
cessories for trucking and heavy 
transport equipment, and the Al- 
luralite division of FASCO Indus- 
tries of Rochester, producer of elec- 
tronic components and consumer 
products. The five clients which will 
be serviced by the Washington of- 
fice are People's National Bank of 
Prince George County; State Na- 
tional Bank of Bethesda, Claude's 
Boutique of Winchester; Maryland 
State Natural Resources Institute 
(for the soft shell clam industry); 
and Restaurants Preferred, credit 
coordinating firm for 14 \\'ashing- 
ton restaurants. 



Waterous and Flagg to 
V. p. at Benton & Bowles 

David C. Waterous, account super- 
visor (left), and John G. Flagg, 
creative supervisor (right), ha\e 
been elected vice presidents of Ben- 
ton & Bowles. \\'aterous, \\ ho joined 
the agency in 193<S, obtained his 
early training in the media depart- 
ment. He now super\ ises the (Gen- 
eral Foods corporate account. Flagg 
is creati\e super\'isor on Instant 
Maxwell House coffee, Gaines 





Gravy Train, Liquid Prell and Star- 
dust Bleach. He joined Benton & 
Bowles in 1949, and served as copy- 
writer and copy group head before 
his present position. 

NEWS NOTES 

Geyer adds $1 mil.: Fairbanks 
\Miitney Corp. named Geyer, Mor- 
e\', Ballard as agency for the cor- 
poration and its two largest subsidi- 
aries, Fairbanks, Morse & Co. and 
Pratt & Whitney Manufacturing 
Co. Appropriations for the ac- 
counts, previously held by North 
Advertising, currently run in excess 
of $1 million. Other recent appoint- 
ments include Waring Products Co. 
to The Zakin Co. for its Waring 
Blendor, other electrical appliances, 
and the commercial products di- 
vision; Columbia Music Corp. to 
Metlis 6 Lchow; Super Tire En- 
gineering Co. to Fircstonc-Rosen; 
Grandma's Spanish Seasoning Co. 
to Rcsnr-Andersan-Etcctcra; Loew's 
Hotels to Smith/Greenland for the 
American Hotel in San Juan, P.R.; 
Bronston Hat Co. to Newman-Mar- 
tin; The Cleveland Hospital Coun- 
cil to Howard Marks A(herfisin<i, 
replacing McCann-Marschalk. For- 
merly scheduled in newspapers 
onh, the Council will now devote 
its ad budget to tv e.xclusiveK', kick- 
ing off vN'ith a schedule on K^'W- 
TV in December. 



Bon Ami to FSR: Billings for Bon 
Ami products, estimated to be well 
()\er $1 million annually, will lie 
handled by Fuller & Smith & Ross 
come the first of the year. The 
agencN handles Lestoil, which ac- 
(juired control of the 70-year-old 
Bon .^mi C'ompany in .\ugust of 
this \ car. .-Ml media are expected to 
be used for Bon .\mi products, 
which include Bon .\mi Cleaner, 
Dust n Wax Furniture Polish. Jet 
Sprav Window Cleaner, and the 
One-\\ ipe line of dust cloths and 



38 



SPONSOR/21 OCTOBER 196S 



nop cov'tTs. Acctumt is ciirrrntly 
split iM'twci'ii DiiniKin iSc Ji'fFrcy, 
\r\v York. .111(1 \\ i-riiu'!i 6c Siliorr, 
I'liiladclpliia. 



NEWSMAKERS 

\l vitiv (ii.K KMW to account c\- 
i uti\(' w itii ('olc Fislicr Hoijow. He 

^ .1 ratlio ami fflr\ ision spoilsiaslcr 

iiul limner OKinpic diarnpion. 
Srsw ()' HiuiN to Mciniiliis' Ad- 

scrtisinn Woman ot the Ycai. She 

- assisfaiil to the \ ice prcsidrnl of 
iiii Shaiiiht'in (.'o. 
KnwAun J. Galdikas to W. B. 

'^(UUT in (ihicauo as iirodnctiim 
i,inai;er. 

M Ai.coi.M M. Hahmm to vice 
lesitlent of Campbell- Kwald, 

Lakeland. Fla. 
VixA.\ Phac to cop\ chief of John- 
iin«\ She was copv group head for 

KHDO. 
Wmi.iwi (.'.. liiss to creative di- 
ttor of X'ineyard-Hernly & Assoc, 

vmf.i Ana antl I'hoenix. lie was 
iiior cx)pywriter with Don. dine & 
oe in Los Ani^eles. 
Miki; \\i\ns()H to assist.nit vice 

iresitlent of Jack T. Holmes Assoc, 
irt Worth, and general manager 

t Art Assoc, a division of the firm. 

I'AiMFrrr C-. McCaughky to na 

mal president of the Society of 

inner Special Agents of the Fed- 

al Bureau of Investigation. He is 

\ecnti\e vice presicU-nt in charge 

t the Western Division of Erwin 

\ asey, RuthraufF & Ryan. 
RoHKHi BKi.ANGKn to \ice presi- 

' n( in charge of Retailer Relations 

II the Retail Index Di\ ision of A. C. 

sielsen, Chicago. 
Ml HRAY Cross to director of 
ininninc.ifions of the Television 
iire.ui of .\d\ertising. He was di- 

cctor of sales development at T\ B, 

tien joini'd Metromedia. 
^^ II i.iAM C. M()()HK to vice presi- 
nt for International. Xew York 
ith Batten. Barton, Durstine & 

•shorn. 

Uaitkh Crn.i) .uul David Bas- 
>M of Ciuild. Basct)m & Bonfigli 
ive switched titles and responsi- 

ilities. Guild is now hoard chair- 

lan, Bascom is president. 

HoHKHT G, .^NDIUS, CaHI. K. BkIIH, 

Hmkl E. Kelly and Wuiiam C. 
>OL. Jr. to \ice presidents of the 
hicago office of Foote. Cone iS 

•elding. 



ONALITY 




Floyd Ottowoy 

WSYR GANG 



Corol Johnton 
WOMEN 




Fr«d HilUga 

NEWS 



Elliol Gove 

TrMEKEEPtR 



Richard Hoffmann 
BUSINESS NEWS 



It pocks o friendly punch. Stroi 
down the street with Deacon 
Doubledoy or Carol Johnson or 
Fred Hillegas. Watch the smiles 
ight up peoples' faces; hear the 
known-you-all- my- life greetings 
from total strangers. 
This friendly attitude is for you, 
too, when these personalities are 
selling for you. And, that's why 
WSYR Radio is the greatest sales 
medium in Central New York. 
So you see what happens: 
Personality Power ^ Soles 
Power for you in the 18- 
county Central New York 
area. 

Instant friends for what 
you have to sell 



John Gray 
MUSIC 




O^ocon OoubUday 
FARM 



Rrpraicnicd Nalionolly by 

THE HENRY r CHRISTAL CO. INC 

;EW YORK • BOSTON • CHICAGO 
DETROIT • SAN FRANCISCO 




IHSOR 21 ocrroBER 1963 



yj 




< 



No ToNwer, 



But Our Coverage Is Tremendous! 

When it comes to television audience research, ARB docs have the coverage. PROOF; Of the Top 
Twelve advertising agencies in terms of television l)ilhng, eleven are full-package subscribers. Thirty- 
seven of the Top Fifty are also ARB full-package clients. Yet. that's only part of the story. Regional 
and partial package subscribers to ARB research include imjiortant advertisers and agencies across the 
countrv. 



More television time is now bought on the basis of ARB reports than e\er bclore 
reason. With the increased sample size, twice as many families are 
providing vital audience information for media planning and buying 
decisions . . . based on more than 600 local surveys in 240 television 
markets . . . and seven national surveys of network audience. If you 
haven't investigated the many advantages of ARB research services 
available this season, let us i)ring you up-to-date soon! 




ARM 



DIVISION 



and with good 

AMERICAN 
RESEARCH 
BUREAU 

OF C-E-l-R INC. 



For further i nf o r m a 1 1 o n — W as h I n g t o n WE 5-2600 • New York JU 6-7733 • Chicago 467-5750 • Los Angeles RA 3-8536 



40 



SPONSOR/21 OCTOBER 1963 






(;v iv 












J ■ 



..F' 



/y 



K- 





i'.iHul musk- proiiraniiii'j, In ahoiit lr»(H) railu> sltitums. din aiul fin, can mean 
(I Vdnjinu dose of iccordcd material rrprrsmtitl In/ siirli artists as Lvimttjiu- 
Price, opera. Joint Haez. folk; Mary Martin, v/ioir. .A/ llirt, jazz: Carl Sawl- 
hnr'j.. sf)oken iiord: and am/ major st/mplioni/ on liestra. ehissieal. To the ad- 
I irtiser it can mean a inn market to rem h. and delivered at reasoiuii}le 
costs: adults nitli hit: monci/ to s/iend on (/uiditij /irodttcts of all priea 



II 



RADIO MEDIA S/.<7 w/ Report 



Folk or Fsust, it's 
new sales aria 



\lkl kMlslI Associate Editor 



01 nil VI \\^ h.isic i.uli()-iiu'tli.i 
buys offered this fall to adver- 
tisers and agencies, the one lalvled 
iiood music stations coiitiiuies to 
ereate more disiord than harmonx 
Setween hincrs and sellers. 

Ask a fair saniplinij of broad- 
casters, apeiu\ people .ind adver- 
tisers tor a definiti«)n of .» iiood 
music station and yonll eome up 
with a di/./yinin list eontainint; such 
pat slogans as: better luiisie. ({uality 
proiirainiiiii. adult proi;ramin<:, fine 
arts stati«>n, balaiut-d proj;raniing. 
fine iniisic. iH'autiful music, great 
music, sweet music, eas\ listeninp. 
ijood sound, etc.. etc. ad infinitum. 

These st.itions pronram anywhere 
from I to 24 lu)urs of cUissical mu- 
sic daily, or anywhere from 1 to 
24 hours of album or leall to trail 
music. .S<»ine throw in .i sprinklinc 



of occasional hours of folk. jazz, 
spoken-word, opera, show music, 
operettas, international music, and 
discussion shows. .Some time max 
even b<" dexottxl to spurts. Most 
larrx nixvs. 

I litest «'stimafes are that alxHit 
!.(KX) am and most of the 1.100 li- 
et n.sed fm stations fall in this urea, 
one xvay or another. 

So xvhx biiv xvhat x'oii c;»n't iden- 
tify? 

No matter xvhat a gotx/ music sta- 
tions slouan mav !>«•. one i><»int al- 
xvays comes throunh elearlx 

Tlu-seare the stations, .im.iiul fm. 
seekinu t<» reach the l>«'tter ■ -'"- 
c.iled. up|HT-middle and li 
iiK^mie. biir-bi'vini; I' !. 

and. delixeretl .it r. *<; 

lo advertiser^ 

NianX' brOilii> imi in .nm im n It jis 

X ia numerous <iiirxi»x«i rrMMrrh re- 
ports, .md "fl N. 
(iin.ifi's ' Ii.iv ' 



RADIO MEDIA 

sion that here lies dormant an un- 
duplicated adult audience not ef- 
fectively reached by an\' other 
media on a continuous basis. An 
audience ready, willing, and able 
to buy and try quality products in 
all price ranges. 

These surveys reveal an impor- 
tant point: since this market is bet- 
ter educated and is comprised of 
light tv viewers, who read only a 
selective group of "class" magazines 
and newspapers, they are heav>- 
radio listeners. Sample: 

Frank Boehm, director of re- 
search and promotion, RKO Gen- 
eral sales, says "these types of sta- 
tions are the new market to be 
tapped." His comments are typical. 

"Radio is a supplementary media 



and if utilized efficiently it can be 
most successful. The results of the 
ARB-RKO research (see sponsor, 
23 September, p. 25), if successful, 
will allow us to design radio sched- 
ules to give these advertisers maxi- 
mum reach," Boehm adds. 

Here's what other reps in the 
field report. 

The research completed b\' the 
Good Music Broadcasters, a group 
of about 25 fm good music stations 
headed by Otis Raywalt indicates 
their listener composition to be 
"adult, of high earning power, and 
active thinking people — a rich mar- 
ket in America for its size today." 

Ra\\valt says advertisers like to 
use good music fm stations — "prime 
stations in prime markets' — as a 



Reps sell good music radio 




Frank Boehm C. Otis Raywalt Carl Schuele 

RKO General Sales Good Music Broadcasters Broadcast Time Sales 




Otto Ohiaiul Phil Clorper 

OhUind lUihcck. Inc. CU'orm' P. llolliufihcnj 



Roger Coleman 

liopcr Coleman. Inc. 



prestige qualitative bu\ to balance 
their campaigns. 

The GMB surveys also point out I 
that good music audiences are non- ' 
tv viewers who "are not dial twist- 
ers" therefore pro\iding "much 
lower audience turnover." 

Carl Schuele. president of Broad- • 
cast Time Sales, pitches a Better 
Music Group. These are primarily 
am stations ( fm delivered as a bon- ' 
us) billboarded with the following' 
features: 'stations program album' 
music, pro\ ide ma.ximum adult audi- 
ence — middle to upper income 
group — ; minimiun waste, undupli- 
cated audience from pop stations, ^ 
class programing and a mass audi-^ 
ence." ; 

Ohland Robeck (Otto A. Ohland,; 
president; Peter M. Robeck, v.p.) 
represent about 50-am-fm and fm, 
stations including the QXR Network. 
The\' sell a programing concept. 
Their aim is to sell a particular kind i 
of station, in terms of programing, 
and a special t\'pe of audience, "thei 
mass quality market," to advertis-- 
ers. Otto Ohland explains, "thisi 
qualitx- market is vast, with an ever- 
growing, almost unlimited poten- 
tial for the manufacturer or dis-' 
tributor of quality merchandise and 
services." Here are some in-depth, 
comments from the rep firm. 

Market of pace-setters 

In addition to the ingredients al-. 
read>- described by some of the 
oilier reps in this field, Ohland 
Robeck points out that this market 
"comprises the pace-setters, the 
trend-makers in every community 
. . . the people who owii more ne\\ 
things first and who influence theii, 
neighbors to buy accordingly. ' , 

Ohland states that although thf 
<loO(I music story is still a big sellinc 
job, agencies and clients \\A\e be- 
come more and more recei">ti\ e t( 
this kind of radio bu\- in the last 
few months. He sa\s that agencie^ 
are seeking new ways out of tht 
ratings area and the "sacred cow 
of the mass media theor\." They ari 
more interested these days in niak 
iiiti a seli'ctive buy and "in lieu ol 
ratings will more readily give stronc' 
considerations to the station's trad 
record of local sales success. ' 

Ohland relates one problem tho\ 
June encountered in this area, ami 
this apiilies to radio in general 



42 



SPONSOR/21 ocioBKR 1963 



\lrtli.i (u-opK- will niifw with sta- 
liiiiis wluii- till-) lui\r liail short 
lli^lits or f\(ii lainpaiuns ol season 
IcnUlli, oiiK lu'iaiisf "its the ("asx 
way out." 

"rlif il«)llars iinoKrd an- so ht 
tl,- tlu-y Icrl it clorsii't r\rii pa> to 
iii\i'Sti'4atr thf inarkot to ser il tlu'\ 
had a mxKl investiiu'ul. Thr only 
time thry'll chanm* stations is if the 
saKsmaii cotnt'S in aiul i(>ii\ iiats 
th«'ni with a stronj? pitch." 

Kep Innnrhen flood nitisic ^roup 

The (iforiif !'• llolIin<4l)fr\ (io . 
uniK'r the iiuiilaiuf of Frt-d llamif, 
McsiiU-nt. racho di\ ision, has rr- 
riilly iiitrodiicvil a chisti-r of sta- 
ll )ns known as The Classical Music 
I, roup. Likr tlic otlirr n>ps Ilolhii- 
'u'r\"s hnt' of saK> is a proiiraminu 
iiuvpt. Th«' four stations initialK 
II th«' uroup f»>aturc concert tnusic. 
Phil (^)rptT. \.p. says, "It was 
iiaini'd chissicdl music i^roup to in- 
liiatr inor»' cK-arly to ad\rrtisrrs 
lust what kind of market the sta- 
tions reach." In addition, "the dass- 
nal concept chiznifies the niecha and 
he sponsors hke the tai;." 
Corper strongly feels these out- 
ts will "rcnich a market not ordin- 
' iK saturated by another media on 
leuular basis." Me claims "national 
id\ertisers are not now rcniching 
his e.xtia 5'?r of audience that has 
>in buyint; power. These people 
lon't watch tv, and only read hiiih- 
Tow maiia/.ines and newspapers." 
The IIollin<4ber\ v.p. revealed 
uit their firm has launched a re- 
' .irch project into this market and 
he results will be ready shortly. 

Mai Kahn. accoimt e\ecuti\e for 
he uroup, is al.so of the oj^inion tliat 
'le numerous ca.ses of local sales 
iccesses plus the low cost factor, 
ill finally convince the national 
Iverlisers to join the bandwagon 
I droves. This theory seems to be 
orking well for them. M this 
• riting. Eastern .\irlines, .\mencan 
\irlines, T\\'.\ and \'olvo have con- 
ractecl for fliuhts on stations of 
I he Chis'ficnl Music Group. 
Roger Coleman, Inc. is the new- 
of the rep finns formed to rep- 
Mit sc^lected stations and to ser- 
the fm industr>' as consultant 
programing and sales. Coleman 
over twenty outlets and re- 
arts action from such accounts 
Cadillac, Living Shakesix^are. 
)1\(). (Tinzano and Danish Cheese 
sn. 




Alumni Radio: new service 



FoH riiK rvi'K of "noinl muxit 
station that prourams less ol 
the classical music and more of 
tin' easy li<>l( niiiLi. succt tntisit 
the IVter Frank Organization 
in cooperation with the M< 
(]lendon (corporation, intru 
duces this week a new si-rvice 
titled Alumni Radio. It's billed 
as "an educated pronraminu 
and production service for st.i 
tions and listeners with liradu 
ating tastes," and. "for thos< 
whose tastes have graduat<'d to 
better lixing." 

Originated by Morton J 
Wagner, executive vice presi 
dent and manatjinu director, the 
whole subscription program is 
based upon the framework of 
a college degree. 

The three programs offered 
are: I ndcmraduatc. Bachelor 
of .\rf. Master of the .\rt. Each 
recpiires a minimum of units is- 
sued on a monthly basis. 

The stthiccts offered include: 
musical station identification 
themes, a complete custom 
singing commercial for a selec- 
ted client, instrumental back- 
grounds for commercials, pro- 
motional announcements, harp 
and celeste bridges and back- 
grounds, show themes, informa- 
\ ignettes, humorous featurettes, 
ci\"ic salute intros, news intros. 
e.xotic commercials, lead-ins 
and closes for time, weather, 
sports and stock reports, sound 
effects, a series of commercially 
oriented programettes, siwrts 



.Morton J. NN'annrr 

\ ignettes and others. 

The commercial asix-ct is 
based on the "cluster commer- 
cial" theor>- where two or more 
musical selections are played 
followed bv two or three com- 
mercials. The Alumni Radio 
ser\ice can design this whole 
seiiinent so that the jinyh-s, 
music, sound elf«'cts and what- 
ever are blended to project the 
station's image. 

.Mso availabh". if desired is 
the usual commercial p.iltem of 
musical selection, commercial, 
featurette, musical selection, 
commercial, station i.d., info 
featurette, etc. 

The ser%ice is offered to 150 
stations across the c<iunfr>'. only 
3 to a state: a small, medium 
and prime market outlet. 



The many studies made in this 
field further reveal gocxl music lis- 
teners to bu\ more homes, automo- 
biles, appliances, color tv sets and 
other hard ticket items, than other 
people. They tra\el extensively. ha\ e 
checking acx-ounts. buy stock, spend 
more on fcxxl .ind be\erages, clotli- 
ing and entertainment. 

Two strong {Xiints are pushing 
this t>"pe of radio programing to the 
forefront: 

1. The natttral grou7/i of interest 
htj tlic adult market in non-format 



music. .More people are getting bet- 
ter educations ever>- > ear and mov- 
insj into higher incnune brackets. 
Musical tastes chanm-. These peo- 
ple clamor for this t>"pe of program- 
ing. Scnne term tlv •- ' 

cultural explosion. 

BMI in its 10th re\iM ul 

Concert Music. ('..S..\. s' ire 

|K>ople attend concerts in the 
I'nitcxl States than tfo to Kisehall 
Uames. Ixith m.ijor and minor 
leagues, includim: the World Series." 

Hased on Deixirtmen' "f (^•^m. 



JNSOR 21 OCTOBER 1963 



li 



RADIO MEDIA 



merce statistical series, it is esti- 
mated that about $300 million is 
spent annually on spectator sports 
in the I'. S. 

Variety reports that about $50 
million is spent annually at the con- 
cert music box office. 

Tom Noonan, research director 
of Billboard reports that out of $651 



million spent on records (singles 
and albums at the retail level) in 
1962, $50 million was spent on class- 
ical disks ( in stores and from clubs ) , 
and approximately $250 million on 
chart items {Hot ioO, Top 40, etc.). 
Excluding the latter, about $400 
million was spent on good music. 
And latest reports indicate that 



$300 million was spent for the pur- 
chase of high fidelity electronic 
components and equipment. 
(Source, BMl). 
Summation: 
^ $50 million at concert music 

box office 
^ $400 million on recorded good 
music 




Edward Dowries moderates intermission feature. The Texaco 
Opera Quiz, with guests (I. to r.) actor Walter Slezak, music 
authority Jay Harrison, Met archivist Mary Ellis Peltz, London 
Records' Terry McEwen and produced by Geraldine Souvaine 



opera blends 



Oil and 
well for 24 



ONE ADVERTISER who lias fouud a specific type of 
good music to be a successful air formula in reach- 
ing its market over the years is Texaco. 

December begins the 24th season for Texaco's spon- 
sorship of The Metropolitan Opera on the Air. The 
broadcasts, hosted by Milton Cross, ha\e been carried 
over various networks longer than any otlu-r current 
radio program under single sponsorship. 

From 1940, when Texaco began its sponsorship to 
1956, the opera broadcasts were aired o\cr the National 
Broadcasting Compan\"s Blue Network. ABC] carried 
them from 1956 to 1958 and CBS was tlu-ir home from 
19.58 to 1960. 

During the latter years, Texaco discovered a number 
of network affiliates were transcribing and rebroad- 
casting opera programs on a dela>ed basis, often at 
times inconvenient to regular opera listeners. In some 
cases, recorded versions of the broadcast were put on 
the air hours, days, or even a week following the 
original performance. Audiences had to stay up until 
after midnight to hear an opera to completion. Loyal 
but Mnd( TstandabK annoyed, opera fans wrote Nolumes 
of complaining letters to Texaco — and got action. 

In 1960, Texaco, in agreement w ith the .Metropolitan 
Opera, arranged to make the lixe j^rograms available 
through a "specialK-selected" network of stations 



lined up by packager Gerald H. Johnson and known 
as the Texaco-Metropolitan Opera Radio Network. 

The broadcasts are Saturday afternoons, beginning 
7 December and concluding 18 April, during which 
time opera buffs can hear 20 operas. 

Although the actual Metropolitan Opera season 
opens abovit a month before the first broadcast, it 
would be impossible to begin at that time due to the 
heavy sports schedule on radio, (college and profes- 
sional football, and the world series), and Texaco 
would lose main- of their top wattage stations. 

The station line-up varies infrequentl\\ In the last 
two years, no more than a half-dozen changed, and 
those due to new ownership and consequent format 
switches to top forty, countrx 6c western, etc. 

Texaco's aim is to reach most of the population from 
coast to coast, with no duplication of audience. Ratings 
are of no importance as the\' ha\e found opera fans 
will listen to an\- station regardless of the call letters 
as long as the\ can hear the opera. 

Texaco estimates the audience for the Saturda\- after- 
noon broadcasts at about 2,0()(),0{K). This figure moves 
up and down with such factors as popularitx of the 
particular opera, competition from other broadcast 
e\ cuts such as sports, and the weather. 

In 1940 when Texaco took on the sponsorship of the 
opera, W. S. S. Rodgers, w ho was then president of the 
Texas Companx , stated tlu> reason for the mo\e: 

"There is nothing new about the principle upon 
which we acted in merging oil and opera, .\merican 
business has long acted on the principle of success 
through ser\ ice to the greatest munber. In the long 
run, the success of any business enterprise can be 
measured by its contribution to a better life for all the 
people." 



44 



SPONSOR 21 OCTOBER 1963 



^ s.ilK) tiiilljnii on lii'^li iiil«-lil\ 

I'(|III|)IIH-Ilt 

.S7')() million iniliiatfs <|uiti' a l)il 
of intcrtst on tlu- part of tlif i»»n- 
suinrr in lioixl tiiusic. 

2. Il'\ h((i)iiiiii>i iiood hiisiiuss. 
Mon- anti more stations an' drop- 
pinii i(>< k Olid roll, or Top 10 iilni 
tif\ Tliiv \xanf lo icarli flic adnit 



niark( t wlii-ic tlic adxcrtisin^ ilollur 
is lua\il\ sptiit. M.my advi'rtis«Ts 
sfck to nM' this l\ JH- of radio as the 
snpplrinciitary media to their cani- 
p.tiuns. am and fm, and to .inmm i .t. 
tlicir iompan\ namt- with a |U' 
tiijc l)n\ . 

Station studii's. snpportt'd l)\ 
iiHiltitudinons local sales sncc-rss 



storit-s and fnrlhrr liiuhliuhli*<l hy 
an ilu-r(■asin^ niunfxT cif favtirahlr 
national adxc-rtiscr caM* hi<>turii-s. 
indii-ati> this aiidiinu* tu be strictly 
adnlt. Thf\ tarefnlly listen to this 
l\|)<- of prot;raniin^ and coiniiu-r- 
eials, and are loyal and resi>onsivc 
to th<' station and s|>onsor. 

f )f eourse many <if the pro(;mms 



Tluonuli the years the "people" continue to demon- 
strate their ^ratifieation to Texaco and its "contribution 
Id a heifer life" l)\ raisinu their voices stronuly and of- 
ten in resjionse to the Metropolitan Opera broadcasts. 
Texaco receives thousands of letters and curds each 
Mason. Not onl> do they like the opera broadcasts but 
\ill onl\ bn\ Texaco because ol them. 

These people are truly lo\al and responsi\e when 
lie\ not onl\ take the time to write in expressing their 
ppreciation of the opera, but also to write in defense 
t keepin<4 other iiood niiisic on the air, and all in the 
i.une ol Texaco. Such was the case a fi'w years ago 
\hen tin- NY. Philharmonic was to leave the air (the 
irst linu'i. The network (('BS) received letters contain- 
iiil such comments as: 

. . W hen I am in need of uas .md in a town that 
loesn't have C.'onoco (I work for Cionoco ) 1 buy Texa- 
o because the>- sponsor the opera broadcasts and 1 
teel ex.ully the same toward the Philharmonic." 

"SmeK the literate minorit) ha\e enouuh Inninu 
power to interest your supporters. I buy Texaco be- 
cause of the Opera." 

"It ( N.V. Philharmonic) is one of two prot;rams that 

uc make it a point nexcr to miss. The- other is the 

Metropolitan C)pera . . . \\"e have long wished that 

Texaco would come into Alaska so that we could voice 

Mir appreciation b\ purchasing their prochicts." 

". . . Ini chi\ing to C^ilifornia this jime and ha\e 
just written to Texaco for a credit card because I feel 
I owe the company a dc^lit of gratitude for the Metro- 
^ ixtlitan Opera broadcasts . . 

"We listen e.ich Saturda\ to the Opc-ra . . . am con- 
seciuenfK a ste.icK Tex.ico customer. 

\$1 niillioii spent on opern vnrh \rar 

Of an estmiatc-d si 2 million Texaco acl budget. SI 
inillion is spent on brinuing the 20 oper.i [nrtormances 
to the radio fans each year, at an approximate cost of 

I $50,(KK) per program. 

Under toda\ s broadcast regulations, Texaco would 
be entitled to use approxim.itelv 21 to 2S minutes of air 

I time for commercials during the 3-4 hour broadcast. 
But from the very first performance, Texaco has main- 

Itained a policy of not usimi the broadcasts for commer- 
cial purposes. As a strictK "prestiue" purchase, the 
compan\ uses about two minuti^s for sponsor identifi- 

I cation during the entire afternoon. 

Te.xaco could also use .some of the time during the 

I intermissions between the acts of the oix-ra for com- 
mercials. The intermissions of necessity, are 20 to .30 
oainutes long. Instead, the time is well employed for 
Ae special features that have become almost as iin- 




\n riirl\ j>i<ltirp I I'HH t of inlrrmisMon frnliirr uilh *iir«/» 
' /. In T.I If nller .V'm/i. V. /. niinisirr <>/ finnnrr, Mr*, h.lmnor 
Hitosrt fit. t.mtrenrc Tibhrll, t.iluoril Jnlinsttn. ■ fn'l mgr. of 
ihf We/ I. Mrs. .4llHliyl l{vlni-<nl U„,ii,l,r III ihr M>'l <>i)ini Ciiild 

portant to the listeners as the opera itself. .Much ol the 
companv's mail is concerned with the intermission 
shows. During the first intermission "Ojx'ra News On 
the .\ir" is presented. Texaco Opera Oui/." durinn tin- 
second, in which a panel of opera experts, in«Kleratetl 
b\ Kdward Downes. answers cjuestions receivetl from 
the- radio audience. When tlu- opera calls for a third 
intermission. Francis Hobinson, an exc-cutive of the 
Mc-tropolitan Opera .\.sstKiatiou offers the life and ca- 
reer of famous .Met artists of the past. 

ObviousK Texac-o has foimd these ojH-ra brtwdcasts 
to ha\e been a successful part of their acKertising 
budget. The only tangible results the company can 
measure is the highb gratifying (luantity and content 
of mail rceei\ed on the programs each year. Texac-o 
lecentK siuu«-cl a new fi\e-yc-ar contract on the broad- 
cast. Of course they could cancel at the eml of an\ 
\ear. but this is doubtful as is reflected in this state- 
ment by .\ugustus C'. Long. Texact/s chairman of the 
board: 

Texac-o is \er\- proud to have had the privilege of 
spon.soring the .Saturday aftc-nnK>n Metmixilitan OjXTa 
broadcasts for so many years. 

"We undertook sponsorship in the Ix'Iief that tluTr 
w,is a li\eK public interc-st in i:o«h1 music thr 
North .\merica, and the reactions of the radu» .v 
have strongly c-onfirmed this fact. The broadca.sts have 
Uiven Texaco .in op|>ortunit> to i! 'i.ite its con- 

cern with the impnnement «»f culd and onr in- 

terest has become generallv appreciated bv the pub- 
lie " ' ^ 



SPONSOR _'l <)( roBKR l'.t(i;{ 



45 



RADIO MEDIA 



on stations aiming for the described 
market lend themselves naturally 
to particular sponsors: financial 
houses for stock reports, airUnes 
and steamships for shows playing 
music from various foreign lands, 
public utilities for weather reports, 
etc. 

All types of advertisers buy 

But most important, all types of 
sponsors, mass market as well as 
"qualit)'" or "prestige" clients, are 
being attracted to this type of pro- 
graming. The growing list includes 
such a mixture as: Pepsi-Cola, 
Seven Up, Japan Airlines, Eastern 
Airlines, Pan American, TWA, 
Chock Full O' Nuts, Nescafe, Kel- 
logg, Schweppes, Metracal, Cadil- 
lac, Volvo, Volkswagen, Lanvin and 
Guerlain, Texaco, American Air- 
lines, Fels, Dannon Yogurt, Caro- 
lina Rice, Martini & Rossi, Canada 
Dry, Sterling Drug, Sperry & Hut- 
chinson, American Tobacco, Lig- 
gett & Myers, R. J. Reynolds, Amer- 
ican Express, du Pont, and more. 

Kay Shelton, media director, Bots- 



ford, Constantine & Gardner, speak- 
ing for the Japan Airlines account, 
says the biggest percentage of their 
radio budget — close to 50% — is on 
good music stations. 

"We lean towards the heav>^ class- 
ical and cultural programing as we 
feel this audience is a good poten- 
tial for our client. We direct our 
appeal to the affluent, intellectual 
group — the people who travel and 
can afford the finest in travel ac- 
commodations." 

"Most of our classical music buys 
are on fm, but budget permitting 
we'll use two or three good music 
stations in each major market sup- 
plemented with spot buys on a net- 
work affiliate news program, and 
perhaps participation on an ethnic 
program such as the Japanese hour 
on WEVD, New York. 

"Our commercials are geared to 
this specific ty'pe of programing. We 
like the soft sell utilizing Japanese 
music and poetry. The theme trans- 
fers nicely to print campaigns, and 
one supports the other." 

James Alexander, space buyer for 



Eastern Airlines at Fletcher Rich-' 
ards. Calkins and Holden, buys 
good music stations in many major 
markets and' currently has others 
under consideration. Eastern, usu- 
ally considered a mass market ad- 
vertiser, is also interested in reach- 1, 
ing the upper income, better edu 
cated market — the people who trav 
el more. 

Alexander finds "there is not as 
much waste circulation using good 
music stations as there is with pop 
outlets. Here we know we're reach- 
ing a totally adult market." 

"There's also a certain amount of 
prestige associated with ad\ ertising 
on a 'good music' station," he con- 
cluded. 

An agency spokesman on the 
Cadillac account said "the sound 
of the good music station is com- 
patible with the kind of car we 
are selling. Ratings mean ver>* little 
on these stations. It's a qualitative 
buy and this is the audience we 
want to reach." 

Cadillac runs short flights in the 
fall and spring on both am and fm 



liflS 



^ 



HIS 



T ■ =1" 




.^, -V! 



i^HB 



A 



SPONSOR/21 OCTOBER 1963 



iiiii iisi-s the saim- (.oiiipaiis tiiiiiii' 
III their print and radio cainpaiuns. 
Uftaiisf III tin- natiirr of tlirir com- 
iicriials — soft sell lopy rrad l)\ 
kIi "class" annoiiDciTS as .\\r\- 
iiidcr Scoiirh\ and hacked liy a 
liisli orclicstra full of strings — tlicy 
ii('\«T lia\c "conmicrcial polic\" 
proI>Ifiii'; with tlu' i^ooil niiisii sta- 

Altliouiiii \'ol\ () docs not aim only 

it tiic iioiul tuti.sic market, tlu-y 

ivc also fonnd this audience to be 

t presentative of their prime car 

liiivcr. 

j.mies ('. LaMarrc. X'oKos mar- 
I ting inanager, tells tlu'ir firm 
IS learned, through various stud- 
s. that tlu'ir a\erage prime car 
ii\er is "male, 36 years old, mar- 

luil. has a college education, makes 

-^)(i(K) a \ear and is a jiart of man- 
.^ement." 
l)a\ id Persons, media l)ii\er for 

I .in\in Parfums at North Ad\erlis- 
i'4, (the acanmt just moved to 

I oote. Cone & Belding) utilizes 
•idio (iiood nitixir stations), as a 

-iipplementan' medium, mostly for 



their hea\ \ CJhnstnias cunipaigns 
Persons says, "we use 5()-75 stations, 
.un and fin about evenly divided, In 
r»'ach our clientele in each particu 
l.ir m.irkct 

Iris imiLr.'i jirrsliur jntri-hane 

\ new atl\»i tistr to make its tic 
but as a inulti-mark«'t prestige 
buyer is Pels, Philadelphia soap and 
detergent manufaitiirer. And the 
bii\ is |)riinarily in fm. 

Kels has contracted with the i'hil 
adelphia Orchestra, under the baton 
of lliigcne Ormandy, for the rights 
to bro.idcast all 39 concerts of the 
season. .Sinulavs, 3-5 p.m. 2-S are 
regular subscription performances, 
and the remainder are with guest 
conductors, special p<'rforinances 
for students, etc. 

The concerts arc t.ipcd and some 
outlets are rebroadcasting at an- 
other time or da\ . 

loe Harris, media director, S. K. 
Zul>row. explains the buy: "We 
found that people who like this 
kind of music think very higliK of 
the Philadelphia Orchestra. 



AN I- clmse in) Ix-tau-se rcj)roduc- 
lion is iM'lter — a valuubic asset Un 

this tN|H' of fllli 

are lo\.il and ar< 

we want to reach, plus l\w costs are 

r«'asonal)le." 

I'VIs will siMinsor the ciinctTts in 
19 markets. 10 are of the 0\M Net- 
work, for the first hour onK, utiliz- 
ing two minutes of c<immercial 
lime. The secont! hour is to Ik* sold 
by the station. Oth<-r stations can 
.111(1 h.iM" bought the program Un a 
(omplete liKal buy. 

I'nlike Texaco. Vv\s will use their 
time for pr<Kluct comnnTcials, Har- 
ris says r«'ls has ({uality pr<Kliicis to 
sell and they will project what he 
terms as "the smart sell" to push the 
prexluct — straight copN , no jingles. 

The 16 O.XH Network affiliates 
signe<l thus far (through Ohland 
Kobeck. Inc.) are: Baltimore. 
\\K\IM; Boston. WCBB. AM KNf. 
Cleveland. WCLV; Detroit. WDTM 
AM-FM: Hartford. W B\fl; I^« An- 
geles. KF.\C-KM. Milwaukee, 
WFMB; Minneap<.lis. WLOL F\f; 
N»u York. WOXB WI-FM: Pitts- 



fc 




HKllS 




if you were a 



You'd have your own 'His' and 'Her' mobile television stations ... For HIM: a rooniy, 
40-foot cruiser, equipped with two Ampex VideoTape Recorders, a complete power plant, 
six Marconi Mark IV cameras, five tons of air conditioning ... and plenty of gas. For HER: 
a compact, 25foot bus with three Dumont Camera chams and other equipment adequate 
for her modest needs. They're ready to go anywhere, anytime for any kind of |ob... 
commercials, programs, or special effects. They'll make you feel like a Tcian... 

WFAA-TV 

The Quality Station serving fne uaus ror: (>ur,"! i.id"et WW ■ »^*» ■ ■ 
ABC. Channel 8. Communications Center / Broadcast services of 
The Dallas Morning News / Represented by Edward Retry & Co . Inc. 



iPONSOR _M OCTOBER 1963 



47 



RADIO MEDIA 



burgh, WLOA-FM; Portland, Ore., 
KPFM; Rochester, WCMF; San 
Diego, KOGO-FM; San Francisco, 
KDFC-FM; Seattle, KLSN; and St. 
Louis, KCFM. 

Three other stations beam the 
broadcasts outside of the QXR Net- 
work are: Philadelphia, W'FLX- 
AM-FM, the originating station; 
Chicago, WFMT and Wash., D. C, 
WGMS. 

The concerts began 6 October. 

The buy includes 30 spots a week 
for Fels in addition to the first hour 



of the Philadelphia Orchestra con- 
cert series. 

It's all or nothing at all. 

Concert bulls ha\e another most 
prominent concert orchestra avail- 
able to them this season. The New 
York Philharmonic conducted by 
Leonard Bernstein, whose radio 
home was C^HS Radio for 33 years 
and dropped last spring, is now be- 
ing heard on over 55 stations across 
the country. 

W^OR, New York is the originat- 
ing station for a network (via top 



(lualit)' telephone lines) assembled 
by G. H. Johnston, inc., which also 
created the Texaco - Metropolitan 
Opera Radio Network. 

The broadcasts, hosted by Milton 
Cross, began 6 October and will 
continue for 32 weeks with all but 
four originating li\e on Sunday af- 
ternoons from 3-5 p.m. direct from 
Philharmonic Hall at New York's 
Lincoln Center for the Performing 
Arts. 

Some of the stations will rebroad- 
cast the concerts at a later time due 



Chicago outlet switclies to ^^better music' 



NiNK MONTHS ago, \\'AIT, Chicago, decided to 
test "better rnusic" programing in its market. 
Reason: the increasing number of "sound-alike" 
radio stations in the \Vindy-Cit\' area. 

The experimental programing has been com- 
pleted and termed "successful" by Frederick G. 
Harm, general manager of WAIT. 

To. herald the acceptance of the new station 
policy. Harm announced the launching of a $130,- 
000 consumer advertising campaign to be placed 




flKasa aro cur'disc jocHaifs 



tTh'cy all pluif second /iddtc to 
f/ic uorlds most beautiful inusic 




V^IT 



in Chicago newspapers over the coming year. 

One of the ads (see above) was tagged These 
are our Disc Jockeys and posed the outlet's actual 
announcers with fiddles, the cop\- adding "the\- 
all play second fiddle to the ^^'orld's Most Beauti- 
ful Music," emphasizing the station's policy of 
eliminating continual deejay patter in favor of 
uninterrupted musical programing. 

"This ad\ertising campaign was inspired by 
the support and encouragement we receixed from 
ad\'ertisers and the listening audience over the 
nine-month testing period," explains Harm. 

"Non-solicited mail from our audience over die 
test period has increased by 60''7. The favorable 
mail, countless telephone calls and stead\ in- 
crease in ratings indicates that better music pro- 
graming recei\'es greater listening lo\alt\", and re- 
inforces WAIT managements belief that a vast 
portion of the audience has highly selective lis- 
tening preferences." 

The station says the experiment indicates the 
audience wants good music, without continual 
interruptions. 

Therefore, \\'AIT now broadcasts continuous 
music throughout the day ranging from "a .soft 
(A)ni() to Kostalanetz." 

in place of personality deeja\s, \\ AIT employs 
"matine-xoiced announcers to blend with the 
new sound. 

Ad\tMtisi'r messages are "showcased at the 
({uarter hour in the WAIT commercial cluster." 
This is the use of a maximum of three commer- 
cials per quarter hour connected b\' spot bridges. 
Station management says sponsors benefit from 
this method because the messages are carefully 
listened to. 

W.AIT also features news every hour on the 
hour, traffic reports, Simday evening lectures and 
discussions, a program featuring re\iews of 
paperback books, and a program dealing with 
\arious problems of the city of Chicago. ^ 



48 



SPONSOR 21 OCTOBER 1963 



tiiiu- ilillntnfi.ils .iiul Dtlit r pn-- 
Mons lomittiiu'iits at lliat timr slot, 
,iuh as prn-f(K)tbaIl. Tlii-sf stations 
l,.,\r luTii asked (n rcbro.ukast tlif 
I'liilharmonir no latri tlian 9 p in 
liat Sniulay t-vt-ninii. 

PaNincnt tor tlu- pioi;iani is hasttl 
,,ii tli<' population of tlu- paiticnlar 
market. 

liiehHletl in tlie 5(i stations llins 
l.ir eonlraeted, (abont KH) is llu> 
alt, tlie follow inu major markets 
,.■ sp.)ken lor: W SH. Atlanta; 
WCHIV Boston; W'lU'.N-lAI. Hnl- 
,1,); W r\lT. Cliieavio. W J W . 
l.wland; kOKN, Denver; WJH. 
D.troit; Kl'/Z. Kl I'aM). Te\.; 
W Ki'l., I't l.autl»M(lale - Miami; 
kUil \1 l.-'s Viiiieles; \\ CCO. 
Minneapolis; WWOM. New Or- 
leans; WOH. New York; W UYT. 
rittshnriili; W'KW. St. Louis; K.SL. 
Salt l.ake Caty; KX A. S»-altle; 
WSYH. Syracuse and W TOP. 
Wash.. D. C. plus three Canadian 
tations: C.KM.. Montreal; ClU \1. 
oronto; and CllOM. \aneou\er. 
li. C. 

I'n-sliur protiram tirailnhle 

l-'or tlie first tiiiu-, iieie is an en- 
tire prestiue proi;rain a\ailable to 
loeal sponsors. Of course, a national 
ad\crtiser eonld make a choice 
multi-niarket buy as well. 

Sonu" of the kinds of clients at 
this writing currently takin'4 advan- 
aue of this ipiality offorini;: numer- 
ins banks, insurance companies. ;i 
lii\nr\ co-oj) apartment house, pub- 
lic utilitN . departnuiit Ntori-s. in\est- 
rnent houses. ;i restaurant, a clealer 
11 objets dart; a Pep.si-Cola liot- 
tler. ('ott boitlinu Co. and News- 
week Ma"4a/ine. 

One of the stations. \\'MT. 
Cetlar Uapids, la. h;»s siuned S 
sponsors, indndinii a departim-nt 
store, utility compain . hi-fi dealer, 
travel ayencx . bank and dry deaii- 
r. to rotate sponsorship. Each ad- 
vertiser would ha\f the full lime 
lor lour concerts. 

The only sponsor stipulations 
platt-il upon the local outlets are: 

1. No oil companies. 

2. No riHordinu companies. 
Shell Oil made a firm objection 

to the siiininii of any oil t'ompames 
with the reasoninu that thev spon- 
sor the four 1-honr .Vcif Y(yrk Phil- 
harmonic Yoiina Pcophs Concerts 
with I,eon;ird Bernstein on CBS 
T\\ 

SPONSOR 2\ (HioBiR 1%3 



Ihr seeoml stipulation is based 
• in tlu- fact that la-onard Bernstein 
and the New York rhilharmonie or 
clu-slra are umhi ' cinli.ii I tn ( -> 
liimbia B«'eords 

There is a tot.il ot se\< n miiiiit. s 
a\.ulable lor eommeri i.d messages 
.\ .3()-second openini; and closinu 
billboard, a one minute tomnurcial 
at the beiiinninu and end of the 
musical prouram .ind the other four 
minutes are distributed Irom the 
beuinninil and ihronuh the inter- 
mission uiK-st interviews (ondiuted 
bv notetl music .iiithorit\ Ja\ Har- 
rison. 



\ 




I3S0A.M. / r.MLlQM 



CANADA DRY 
TMI KmoN nwL 




II (.nil. Iln^lon had pr»l>l,ni^ mntchinn 
hiinl sell fO/JV «/ C.nnadn Dry itilh slntion 
pritiiriiminn. .Von compnny sfutnsiirs /{<»«• 
ton I'opa Concerts anil non is ;»/<><nij/ 

The nature of the commercials 
themsi-lves, althonuh in the soft sell 
manner, will push the iirodnct or 
ser\ ice olleri'd. 

Beiiinniiiii toniuht. lo ol tin- ffi 
QXU Network affiliates will be con- 
nectetl by tt-lephone lines, coast to 
coast. This inter-connected uroup 
will carry, live. fi\e hours a week 
of an interview and discussion 
show. The Casper Citron Proarain. 
Hosted by \lr. Citron, this is the 
onlv show olferinu liM* tlu-ater fe- 
\iews coast to coast on New "\ork 
theater. The broadcast originates 
from till- Tea Center and is sjxin- 
s«)re(l by 1U)AC. Ambassador Hotel. 
L..\.. a nnmlH-r of leadini; N. Y. art 
galleries and the Tea Center. The 
network, under James Sontlheim. 
estimat«s the total purchasin^ 
power of its audience to In- in ex- 
cess of S15 billion. 

Some stations (mostly fm) in this 
area of prouraminc have minor dif- 
ficulties with the mechanical as- 
p»cts of commercials. These out- 



l.ts will I...I ..... i)t Jinnies or li.irti 
s«ll ct»py whicli presents problems 
III dealinu with many n ' '- 

\ertisers. Tlnse are prm «• 

tions whose pro)4rainint; is heavily 
oriented toward classical music 

(,)uile a few of these millets ha\e 
found ad agencies c<Mii><-rative in 
chaiminy tin- commercial to suit the 
station's jxtlicies, and others have 
not. Some stations have a separate 
staff just to handle such situations, 
and at their own e\|>«-iise 

Norm Mc-<.ee, Mie jiresident 
sales. WQXH, AM-FM. New York 
speaks for a stali«)n oi>eratinR suc- 
cessfully in this area for over 27 
M-ars. The station is billed as a 
fiiu- music station. Says McGee: 

"We play the fimst type of all 
music: show, folk, ja//, ojvrettas, 
opera. cliainb«r, s\mphony, etc. .MI 
are an integral part of .\nu-rican 
music. Our market is the adult, l)et- 
ter educated, liiulier inctune audi- 
«nce. The listeners are ver\ respon- 
sive — vociferous, in fact — hyp<T-<Ti- 
tical, eommercialK and musically. 

"We feel the manner of the com- 
mercials should be c-ompatible to 
our type of proKraminj;. If they 
ar«"n't, we can be sure t<» hear from 
the listeners. 

\ short time a^o we aired a com- 
mercial for Sells liver pate. They 
used an Knulishman who reallv 
went to «\tremes with stereot>TX' 
British idioms such as blcMHlv,' I 
say there." etc. The letters of com- 
jilaints poun>d in and we asked the 
client to change to straight copv. 
The\ did. W «• sent a can of the liver 
pate and a letter to each listener 
w ho complained, and r«tx'ived even 
more letters back thankini? the sta- 
tion for makimi the chanm-. for the 
can of pate, and for handlini; the 
matter so nic-eb 

WOXB h.is its own copy depart- 
ment and th.mnes the onnmi-rcial 
copy at the stations expense Tl»e\ 
have even created c-ampaigns for 
advertisers, inchidinc Ja|Vin Air- 
lini's. P«psi-Cola. Nescafi- ' ' 
others. "Its a matter of takinc \^ 
the ajjcncy has create*! and adapt 

im: f«» suit the stations ' 

eonct'pt." savs \!c<'.ee 

\\ OXH pro\|.> the |>oii»t that p. 
pie in this m.ol. t s. . k il! i>ri. ■ .1 
items and ser' ' ' 

net cpiality for tluii iikik^ 

-19 



RADIO MEDIA 



Gee explains, "One might not think 
of Hebrew National as a prestige 
sponsor, in general, like an importer 
of Polish Ham, etc., but they are 
the finest in their field and are 
pleased with the ad\ ertising results 
on WQXR." 

Quality at discount, hot prospect 

The station also does well with 
sponsors who are tagged as "qual- 
ity with a discount," such as Bar- 
ney's, clothing store for men and 
boys. Barney's had a hard sell jingle 
the station changed. They created 
new copy using the QXR string 
quartet for background music. Also, 
the Ritz Thrift Shop, a second hand 
fur shop and a local record store, 
known for carrying a \ariet>' of cat- 
alog items at a discount. 

Ted Jones, president of WCRB, 
Boston, had troubles with match- 
ing the hard sell copy of some na- 
tional advertisers to the stations 
programing concept. "Canada Dr\ 
now sponsors our broadcasts of the 
Boston Pops concerts. One \ ear ago 
they wouldri't do it. They thought 
the station was stuffy, but the local 
manager knew the station and the 
audience it readied and all are now- 
very happ>' w ith it. We pro\'ed our 
share of audience, better educated. 



higher income. " 

One agency spokesman expressed 
an opinion on this problem from the 
advertisers point of \iew. He found 
a situation that seems to be unique 
to this type of programing. 

David Persons at North Advertis- 
ing complained that good music 
stations sometimes present "difficul- 
ties in billing." 

"Unlike spot tv, these stations 
give you an estimate of 6:45 to 
7 p.m. — then they extend the pro- 
gram for various reasons and the 
commercial doesn't air until 7:20 
p.m." 

More and more of these stations 
are becoming promotion minded 
and some have unique merchandis- 
ing methods. 

Director Dave Polinger of 
WTFM, the Friendly Frost station 
in Fresh Meadows, L. I., New York 
tells of a contest held a .short time 
ago that brought astoimding re- 
sults for the station and the sponsor. 

Tagged the "Zenith Quality" con- 
test, listeners were asked to make as 
many words as possible out of the 
contest title, and those who sent 
in the largest list would be winners. 

The station was flooded with al- 
most 4,000 returns. The winner 
listed 1450 difi^erent words. 

The overwhelming contest re- 




LKI' T. lypiral «/ ntonlhly i>roiiriiiiiiiii: hooklils nlh-rrd at nifiiiifinl jn- In ^iihscrih 
RIGHT, Per8pecti\«' : muimzine iitihlishvd l>\ Hernard Jacobs, ii h'MT, Chirif!(> 



turns proved to the sponsor that the 
station had an enthusiastic, reactive 
audience. 

Result: Zer>ith became a 52- week 
advertiser. 

Another gimmick contest for a 
sponsor the fm stereo station ran 
was for Martini & Rossi. 

Twice a da\' the station would 
play a monophonic selection and 
listeners were requested to identify 
the song and send along their pre- 
ference for sweet or dry vermouth. 

The station received almost 2,000 
returns in two weeks and the spon- 
sor renewed their schedule. 

Booklets are promotion items 

One promotion method common- 
1\- employed by good music stations 
is the monthly programing booklet 
offered at nominal costs to subscrib- 
ers. Single copy prices range from 
15 to 35 cents a copy. 

The booklets are primariK- de- 
\oted to the station program list- 
ings, but many contain features and 
departments such as a calendar of 
cultural events around the city, 
recommended restaurants, notice of 
on-the-air special programs, per- 
sonality sketches and record re- 
\iews. Interspersed through these 
booklets (many of which are quite 
handsome) are ads for the station's 
sponsors, and some contain an ad- 
\ertiser index. 

Bernard Jacobs, owner of \\'FMT, 
Chicago, has elaborated on the pro- 
graming booklet idea to produce a 
slick monthly magazine sold to sub- 
scribers at $5.00 a year. It is called 
Perspective. 

In addition to the broadcast 
schedule and calendar of events, 
Jacobs has introduced fiction and 
essays on music, poetrx', art, drama, 
etc. The high volume of paid ad- 
vertising from WFMT clients and 
many, many others has made the 
magazine an extension in print of 
the station's highbrow air image. 

So what does it all mean? .\n in- 
formed media buyer might sum it 
up thusly: 

Most ad\ertisers should in\esti- 
gate sizable markets composed of 
jieople eager to spend money on 
new and quali(\ products and serv- 
ices of all kind.s — a market not be- 
ing reached on a continuous basis 
by aii\ other media in a manner 
comparable to <i,oo(} music radio. 

.■\nd all this at reasonable cost. ^ 



k 



m 



«« 

i 



m 
gcd 
bis 



50 



SPONSOR 21 OCTOBER 1963 



Lee sees public reaction as best ad safeguard 

Non-committal on code 



M.(\l)r llicU' sluiuKlii t 1)1' .1 (aKit 

it all. This spcc'iilatiiiii raiiu- willi 

iiiu" otluT stirprisi's on ihv suhjtHt 

I iiiiin |)<ii.itiii>4 tlu- NAB ctulc into 

(!(.' I)ri)atlrast nilfs troiii coiiiinis- 

uMH'r Holu'it K. Li'«'. Alfl)ouyli lu' 

>riuinall\ proposrtl tlu- itlca wiiiili 

las hvrtx rockinu tlu- l)roa(lcast in- 

liistiy l)oal in rrccnl wctks, Lrr 

aid last \\<'rk that In- is not coin- 

iiittt'd one way or the otiicr fithfr 

n favor or against code adoption. 

I.VV was addressing an ommIIow 

rowel of station o\\ nt-rs and man- 

i'4tTS ijatliiTrd for tlir last of HAlVs 

cries of 1963 Mananonu-nl ('onft'r- 

k'licfs, in Dt'troit. He foinincntcd on 

UAH prisidcnt Ktl Mnnkcr's rt- 

iiarks to thv i^roup that tin- best 

ri;nIafion ol lomnuMcials lonld hv 

I foniplislu'd thronuh tlu' public's 

icattion to stations by sayinu lu- 

honnht this was sound in principlr. 

\otinu that onh about 3(Kr or so 

t radio stations feel tlu'\ can siib- 



Miibi tu till .\Ali Ciult. Iac said 
it th«'\ cant li\c with the (^kI«-, 
perhaps it's no yood and the matter 
ol eoniinerc ial limits is best left to 
each indi\idnal station man.i^er." 

lie had a receptixc andienee to 
icmarks that teli-\ision is the larijet 
ol most public- wrath on eonimer- 
cials. not radio. .\nd most of the 
c()mi)laints center on Irecjuency ol 
interruption, not taste, he said. 

Also addnssini; the meelinvi was 
Kinneth (i. Manuel, president ol 
D. I'. Brother, who praised the Bu- 
reau's decision to invest in the de- 
xclopment of "realistic and trnst- 
uorthv audience research tech- 
nitjues. lie hailed the results of the 
BAB "methodolojuy" study as a "ma- 
jor lighteninu of the auenc\ bur- 
den" and went on to urue the station 
owners and managers "unite in an 
industry-wide effort at simi)lifica- 
tion" of the paper work iuNoKcd in 
buNinir radio time. 



FM fields windfalls from Fels 




One of tiif hiuucr bo<in\ fur tlu* fm iiu'ditiin to (l;ilf iiiiiu-s (loiii liU & 
C!o. uliicli will sponsor a conipli-tc season of -M rliiladrlpliia Orilu-stra 
coni-erts in 22 markets from coast to coast. Here ll-ri: Joe Harris, media 
(lir. of .S.K. Ziibrow, which arranued package; Kiiuene ()rman«l>. musical 
dir of the Orchestra. Dax id ('. Melnicolf, Fels pres.; and Ilenr> Polticr. 
mur. of the Acadenn of Music, where concerts will he t.ipe<l. Series is 
expected to he in stereo and monaural on some 10 fni stations 



W. coast fm listeners 
travel more than am 

( >^\ nci s III I in I. id II IS (111 11 II lie li.i\ i-i. 
ini;, both for biisines.s and for pleas- 
ure, than do their iion-fm coiintrr- 
parts. .\ccordinn to the third 
monthly Los Anneies Poll of fm 
audience in California's I.,4>s .\n- 
'4eles and Orange coiintii^, hus- 
bands in fm-homes take almust 
three times as many husinfs.s trips 
b\ plane than the averaye area resi- 
diiit— ni2,(M«) I IT S' f I of husbands 
in im homes made business trips on 
commercial airlines within the |)ast 
\('ar, as ojiposed to fv'S.fTOO i'^l'^'f '^ 
of husbands in non-fm homes. 

In the .same periiKl. 12.2';^ ( 131,- 
7(X)) of tlie married male fm set 
owners took ph-asure trips l)y plane, 
.ii:ainst 3.S'r i IS.(KM)) husbands in 
non-fm homes, jliNini; fm an air- 
travel share of 73.3% of total I A 
and Oranue c-oimty homes. 

Fm set owners made np 67.4% 
of the steamship passcmiers in the 
past year: 4.6'' r of residents c»f fm 
homes took such trips, auainst 1.9% 
of families in non-fm homes. 

The Los .Angeles Poll of fm audi- 
ence is a service of the John B. 
Kiiiulit Co.. released montlilv bv 
kCBIl-KM. Beverly Hills. Tliis 
month's reported fm penetration in 
the two counties is 46.1, with a pro- 
jected total of 1,079,662 fm homes, 
and 2.24.S..32() total radio homes. 



ASCAP wants its fees 
for piped-in music 

C^oiiinu'U lal ( stabli.sliiiunts pipmg 
the musical programini; of liKral ra- 
dio si. if ions throiiKh their pt' 
.irc- liable lor pa\ nient of us.i 
to .ASC.VP if extra s|H*akers «»r pub- 
lic address systems are carr>inc the 
broadcasts. l.«Jst week, in a news- 
letter to its memlx'rs, the Florida 
Assn. of Broadcasters s;iid stations 
should offer this ad\ice to depart- 
ment stores and other ' ^s«*s 
|)ipini: in proin'aminu: an 
AS('.\P license; (b) disconnect 

those e.xtra sjXMkers • - '• 

a iawxer." 

The newsletter s.iul s«\, 
tion members proicstetl the i 
of ctimmercial establishments, since 
the stations then ' ' ' ' u\y 
paid for usv of ; ... at- 

torneys said, however, such usage 



SPONSOR 



(K lOBKR 1963 



51 




The engineer lifts his pencil . . . 

plans are complete - work continues 

on San Diego's ever-changing skyhne. 

Dynamic growth is a constant 

factor in the lives of active 

San Diegans. This vital market 

(the nations 16th largest) 

is served better by KOGO-Radio 

with music and news 

24 hours a day. 







KOGO 

RADIO 

SAN DIEGD 

Tsi Li l_ .- T ; Tvl t - L I h t STATION 

(=1 EPR E S e NT E D BY THE KATZ AGENCY 



coiistitutfs a coinmeic'ial use. The 
newsletter added the issue will be 
discussed wlien proposed revamp- 
ing of the copyright laws "gets off 
the ground, but this is prett\ \\(^11 
in tlie future as of now." 



NEWS NOTES 

Sprite picks up radio/tv: — Sprite 
liottlers (frarichised by Coca-Cola's 
Fanta Division) are lining up time 
in 100 or more tv-radio markets for 
a "Sprite and Spice" punch promo- 
tion from Thanksgiving to New 
Year's Day. Sprite and Spice, offer- 
ing a special McCormick spice 
packet and recipes for punch, had a 
test workout in a few markets last 
year at holida\' time, and the 60- 
second tv commercial, prepared by 
McCann-Marschalk for local bot- 
tler use, was best in its class at the 
last American Television Commer- 
cial Festi\al. 

NEWSMAKERS 

John Riley to director of radio 
production at \\'FBG, Altoona. He 
replaces Al Wolfe, who has pur- 
chased part ownershi}) of W'OTT, 
Watertown, N. Y. 

Nick Barry to sales manager for 
WCUE and WCUF-FM, Akion. He 
was an account executive with Ohio 
Station Representatives in (Meve- 
land. 

James P. He.nsley to vice presi- 
dent and general manager of KSON, 
San Diego. He was vice president 
and general manager of KCMS, 
Sacramento. 

Robert I. Gross to general sales 
manager of W-GTO, Cypress Gar- 
dens, Fla. He was formerly sales 
manager of \YPKM, Tampa. 

Robert M. Miller to director ol 
special broadcast services of W'ERF, 
Cleveland. He is succeeded as di- 
rector of promotion and publicit\' 
by G.ARY Davis. 

Dale Mornv, \\'1NG. Dayton 
and Robert Farle, WIBR. Raton 
Rouge, to chairman and \ ice chair- 
man of the .\ssn. of ludcpcudcut 
Metropolitan Stations. 

losKi'ii V. Ham.ky to director of 
l)ul)lic information for WX'RS Ra- 
dio. He was special e\( iits uianager 
for Mac\'s, New York. 

.AiiREO T. PiciNM to local sales 
manager of kISX U.idio. Portlaiul. 




It's fine for elephants, but 
tigers are another breed of ani- 
mal completely. 

If you're a Tiger, you need 
WHLI. The more than 2 miUion 
Long Islanders have created a 
$3^2 billion Nassau-Suffolk 
market. They may hear New 
York radio stations... but they 
listen to WHLI. 

WHLI is the Long Islanders' 
own station. It serves Long 
Island and fights Long Island- 
ers' battles. WHLI is the sta- 
tion Long Islanders hsten to... 
the station Long Islanders are 
loyal to . . . the station that 
serves Long Islanders exclu- 
sively and best. 

That's why the Tigers in 
radio advertising use WHLI 
consistently! You can be a 
Tiger, too! 



10,000 WATTS 

AM 1 1 00 
FM 98 ] 




H I M P i 1 I A D 

lONC IIIINO N 



m ma U 



PAUL GODOFSKY, Pres. Gen, Mgr. 
JOSEPH A. LENN. Exec. Vice-Pres, Sales 

REPRESENTED BY GILLPERNA 



52 



SPONSOR L'l ocioiuK ]%^^ 



TV MEDIA 



U. S. irked at Brazil 
on tv import barriers 



Till Si \ I I I )l r Mil Ml \ I is slr|) 
piiiU ill til salrmiarcl Aiiicricaii t\ 
xpot'tcrN a^aiitst iintair (liMTiiniii 
itioii l)\ lira/.il. Spiirml on hy the 
W I'roiiraiii l''.\p(iit Assn.. tin- UtiN- 
I iniiunf lias instnutcd tlir I'.S. 
l.inhassy in Bra/il to protest Brazil - 
ii.iii (h'crt't' No. 522.S6 whicli r«'Uii- 
l.it»vs t(-K-\ i.sion and radio, as a \ io- 
itimi ot tlir (U'nt'ral .AjirciMiu'nt on 
i .irills and Tradf and to "fxprcss 
incfrn ahont tlu> potential eHects 
t tliis di-<.T«'e on our tr.idr witli 
Kra/il in f\ programs. 

The decree speeifiealiy bans Ihmii 

prime time import(>d programs 

■icaliiii: with 'police e\j'nts of .iii\ 

itiire. the Far West, or .se.\ (article 

'i). The Kmhassy is directed to 

inxcy to the Bra/ilian uoxcrnmeni 

\\ ashinnton s impression that the 



.ittifiidc sitiiis to l)«- (hurled sp( 
I iliialK against T.S. prtKiiict. rathei 
than representing a serious atti-mpl 
to appis standards of (|iialit\ t" 
lilins admitted lor telecast in 
Hia/il." 

I helievc (i.V'IT was designed to 
pre\(iil |irecisel\ the t\ p«' of r«'stri( - 
tioii that is l)eing <-mployed in this 
p.irtuiil.ii decree." ohserxcd John 
NhCartliN. jiresident of TPKA. "Ol) 
\ioiisly. il thr«>e out of e\cr\ foiii 
hours must hr li\c progr.ims, .is the 
Mra/ilian detTce re<piires in tlu- case 
III inimicipalities «)f one million or 
iiion-, tliesi' li\e programs laii onlv 
he liirnished domesticalK. f'nrthi-r- 
more, the sweeping language of 
Artich' 26 would rule out man\ 
programs that are perfectK suitahh- 
lor .in\ f\ pe of aiuhence. ^ 




WHY SALES CLIMB 
ALONG THE SKYLINE 

You rope a tightly-bound one- 
buy TV market witti population 
, IS large as ttie 25th metro area 
but with Lumber-Building 
• Material-Hardware sal^«; 
that rank 6t' 

SKYLINE 




T V 



r\j E T w a R K 



O O X 



I n* M o 



Call your Hollmiberr ollicc or Art --. ^^ 
Moore m the Northwttt Of lohn I rK^ f- "1 
M.Cuirr .n Om.c >S^ ^^ 

KOOK Billinoi KFBB GrtJl Fjllt KXir Butt* 

KID Idjho F.iMi KBLL Hrlfr.i KWVT T. n Ti'Ii 




Hollywood Museum a reality! 



llolUuood iletlicated .i monument 

nito ifs«'lf yesterda\ ( 20 V hreakim: 

I omul at Highland A\c. and 

' ahiienga BKcl. for a $11 million 

I OS \ngeles (loiint) IIoIKwoimI 

Museum to house memorabilia of 

he four main hr.nuhes of the <'n- 

rtainment indiistr\ : T\'. I^adio. 

notion picture's, and recording. 

riie museum, scheduled for com- 
pletion in late H)6,5, w ill serve as a 
'Search, cultural, and educational 



center for students, and as an enter 
tainment ci-nter for tourists. 

.\n estimated .3.(KX) stars «)f the 
enfert.iinment world gathered at 
tli<" I'i-acre site of the museum for 
Nesterday's ceremonies. In typical 
NoIKwoikI fashion, the sjx'cially 
desiuned (irecian-modern six-.tki-r s 
platform was half a block long, 
three stories high, and included air- 
conditionetl ilri'ssing nMinis for 
personalities on the progr.ini. 



WTRF-TV ISS> 




WILL PRINT |M* Send u> 
your gcmt and goodies* 

WfH-t» WItMMMt 

PI AYirslG POLITICS' II » tunc 

— .-luf pofty prvtcf- 

■ xrof . Repoblicor^ 



TRUTH 
the boti. 
front ot 
deitrit>* 
wliot I v>_ 
tht drunk 

wtrf-tv Wli««Hn« 

AFTERMATH' »• 

tymaiics oml 
her t:pff^*nc >* 



PASSTIMING 
tiome IS wtic< 

playmates; 

lecture on f 

■,^'c ■: ^n<- 'l*- 'r 

\i>t>crc do t 

wnilod WintOmciy £«r 

NICE IRK! T' 
O0Oin ... for 



TV 



v«« a modal 



3 tl«rn 

'f r 



BAR SIC 
•'Not rr 
mini«tc^ * 



Botti* 




CHANNCL 
SEVfN 



SPONSOR 



-I Ot KHU K 



'.•H3 



RATINGS WE'VE GOT! 
LETS TALK ABOUT 

WIVES! 







Wives we've got a plenty too! In 
our KELO-LAND TV audience are 
happy wives, matronly wives, fussy 
fraus, dutiful wives with thirteen 
children, and beautiful wives with 
almost one. We have brand new 
helpmates too, like the poor kid 
who wrote us, "1 ran home to moth- 
er's tv set last Monday because a 
certain brute in my house wouldn't 
let me watch the Dick Van Dyke 
show." In fact, it's determined gals 
like these that help swell KELO- 
LAND TV ratings to 67% ARB 
METRO SHARE." And more 
homes reached in the total Sioux 
Falls-96 County area than by all 
other stations combined. 



*ARB Sioux Falls Metro Area estimate. 
'63. 9 a.m. to midnight, 7 days a week. 



Feb. -March 



.NORTH DAKOTA* 



Aberdeen 



'DAKOTA*'"'*"' . Watertown 

Huron \Mir$ii 



.Mitchell 

SIOUX FALLS 
Yankton ■ IOWA 




\Mi 

A 



/t ^U^D 



KELO-tv • KDLOtv • KPLOtv 

(interconnected) 

JOE FLOYD. President 

Evans Nord, Executive Vice- Pres. d Gen. Mfr. 

Larry Bentson, Vice-Pres. 

Represented nationally by H-R 

In Minneapolis by Wayne Evans 




Wis. Valley Tv Corp. 
ups Dudley to pres. 

Richard D. Dudley, general man- 
ager of Wisconsin Valley Television 
Corp. for the 
past six years, 
has been elect- 
ed president, 
general man- 
ager and a di- 
rector of the 
firm. Dudley 
will supervise 
WSW - TV - 
AM-FM, Wau- 
s a u and Dudlo 

WMTV, Madison. He succeeds 
George Frechette, who died 24 
September. Valley Television's 
board also announced the following 
promotions: Bart F. Kellnhauser to 
station manager and program man- 
ager; Thomas E. Bolger to general 
manager of WMTV; Roland W. 
Richardt to director of engineering 
for all the firm's stations; Martin 
Hogman to general sales manager 
of WSAU Radio and \^'illiam E. 
Payne to promotion manager. 

Closed -circuit tv net 
opens SRO In Canada 

A closed-circuit tv theatre network, 
televising professional sports events 
for showing in movie houses, made 
its debut last week in Canada with 
SRO signs on all nine of its theatres, 
and a total gross of $24,000. 

The closed-circuit sports \enture, 
owned by Famous Players Cana- 
dian Corp. and International Tele- 
meter, served up the Toronto Maple 
Leaf's first out-of-town game of the 
season for about 11,000 ice hockey 
fans gathered in Toronto theatres. 
The game 13 October, also seen by 
Telemeters home pay-tv subscrib- 
ers, was the first in a series of 32 
that w ill be presented b\' the closed- 
circuit operators imtil next March. 

Fans witnessing the game at thea- 
tres paid prices ranging from $1.25 
to $2.50. Home subscribers paid 
81.50. International Telemeter, a 
.subsidiar\ of Paramoimt Pictures, is 
aligned with Famous Players Cana- 
dian Corp.. 51*^^ owned by Para- 
mount, and Trans (-anada Tele- 
meter, in a four-year agreement 
with the Nhiple Leafs for closed-cir- 
cuit presentation of the team's awa\- 
games. 




CHATTANOOGA 



CALL 



IfADVERTlSllSfG TIME SALES ^NC 



S-. 



NOW! 



WHO'S GOT 
THE AUDIENCE IN 
THE ARK-LATEX? 



JUST 

GET THE "BOOK" 

(ARB or NSI) 

AND SEE! 



...AND YOU'LL BUY 
THE TOWER OF POWER 



m 



CHANNEL 6 NBC FOR 
SHREVEPORT 



54 



SPONSOR 21 ocroiuR 1W3 



'TIMEBUYER'S 
CORNER 



Mrdi.t pcdpir, what they 
.ire (liiiiii;, IniMiii; >itid suying 
21 October 1963 



■ Siin Francisco scramble: Our man out West 
rt'ports that tiiiu'buyers and nit'dia directors 
have l)een phiying a dizzy game ut "musical 
chairs" of late. 

CI First Guild, Bascom iSc BonCgli dazed the 
reps when CiB&H l)uyi'r.s Dick McC'lcnahan anil 
Jerry Gilley announced they were leaving the 
agency. Dick is joining Fletcher Richards, Cal- 
kins & Holden's San Francisco office as media 
director for the agency's West Coast offices. He 
had been with GB&B a year, and before that 
was with Dancer-Fitzgerald-Sample (New York) 
for six years. Jerry, who only recently trans- 
ferred to GB&B's San Francisco office from the 
agency's Seattle post, has not announced his fu- 
ture plans as yet. 

n Ne.xt came Glen McInt>Te's announcement 
that he was resigning as media director for the 
L. C. Cole Co. to become a sales e.xec for KROY 
(Sacramento). Sherman Rogers moved up to 
succeed him at the agency in San Francisco. 
n Colleen Mattice announced plans to resign as 
media bu>er at J. Walter Thompson as soon as 
the agency lines up a successor. Colleen, who 
joined JWT a year ago after leaving Seattle, is 
moving from San Francisco to Los Angeles, 



where her husband has l)cen transferred by his 
company, C&ll Sugar. 

D Just for good measure, .\nn Rule, with Danccr- 
Fitzgerald-Sample in San Francisco for the past 
three years, came up with the news that she'll 
resign her post as tiinebuyer 31 OctolnT and 
seek a new connection. Prior to joining D-F-S, 
she was a buyer wtih the Fitzgerald agency 
(New Orleans), and was with Hearst newspa- 
pers. .\nn, by the way, is sporting a rep-atiti>- 
graphed cast on the ankle she broke stepping off 
a bus en route to the office one mom. 

■ Testing in four markets: Dr. Pepper's Pom- 
mac, new low calorie drink with flavor essence 
imported from Stockholm, now lieing tested using 
radio and newspapers in four areas: Santa Cruz- 
Watsonville, Calif.; Benton HarlH)r-St. Joseph, 
Mich.; Rapid City, South Dakota; and Denton, 
Texas. Pommac is being offered in 12-ounce bot- 
tles in the Michigan test area, and in lO-ounce 
bottles in the other test markets, .\gency is Grant 
(Dallas). 

■ Spot radio and tv Tanny's ad muscles: Broad- 
cast media will get the major share of the ad 



ginnmnniiiuiniiininiiiiinininninniiiiflninniiiiiiiiininiiiiiiiiiiiiiiiiiiiiiiiinniiiniunm^^^^^ 




^ 



X 



MARY MEAHAN: 

giving expected, groping taboo 

With Kudner (New York) as a media buyer for three months, 
Mary Meahan buys for General Teleph<»ne & F.lectronics 
and Sylvania Fleclric Products, (u-nerai Motors, and Iiissy, 
is assiduous about Kudner's planning board method of select- 
ing media for an account. The account buyer is always in- 
cluded in media department planninii discussions, and as 
.Mary puts it, "Everyone is expected to coutribiite sound 
ideas. There's no groping, no lost time. .Ml our disctissions 
have definite results. It's a good feeling to have had a voice 
in the actual planninu of your buys." Mary began her career 
in the media department at Cunninnham 6<c NNaUh. then 
jumped the fence to join Blair-TW .\fter four years with the 
rep (inn, she became a buyer at the Richard K. Manoff 
agency at its inception, later was a buyer with the C. J. 
I.aRoche and I ynn B.iker asjencies. She was a senior buyer 
\Nith Fuller & Smith & Ross for I.estoil, .Vmerican (Chicle, 
ind Lehn & Fink, prior to joining Kudner. Mary Inlonqs to 
C.ART.V, lives in Parkchester, New York, likes to uolf when- 
ever she can spare a minute. 






|llB0B/21 OCTOBER 1963 



55 



TIMEBUYER'S 
CORNER 



21 October 1963 



budget when the newly reopened Vic Tariny 
gyms of Los Angeles and San Francisco break 
their new ad campaign. Plans are to use satura- 
tion spot campaigns on a big list of stations to 
promote the L. A. Wilshiie Blvd. branch and 
five locations in the San Francisco Bay area. 
Richard Osborne, president of the newly formed 
Nova Enterprises which recendy took over the 
Tanny organization, reports the firm will ex- 
pand the chain of gyms throughout 11 western 
states as fast as locations and personnel can be 
lined up. Vic Tanny gyms were formerly among 
the top 10 western users of broadcast time. 
Agency is Jon Bky Adv. (Los Angeles). 

■ "Battle Line" sweepstakes: In Official Films' 
contest for New York agency media people and 
reps, entrants guessed, before 1 August, the 
number of stations which would buy the new 
series. Pat Briody, media buyer at Benton & 
Bowles, won the first prize — a global collection 
of "spirits" from Akvavit to Vodka; Ken Better, 
PGW, won second prize — a machine gun, a 
memento of World War II. ( The Corner under- 
stands Ken's the first on his block with a ma- 
chine gun.) Third prize winner was Ruth Clin- 
ton, Gardner (see photo). 



BONNY BXAST BUYER BAGS 
'BATTLE LINE' BREWS 




HARVEST OF HOPS: Gardner (N. Y.) chief time-buyer 
Rutli Clinton gathers in third prize — a world-wide eol- 
lection of brews — won in Official Films' Battle Line 
sweepstakes. With her are Offieial's president Seymour 
Reed (1), and firm's dir. of natl. sis. Johnny Johnson 




WOWO WINNERS: (1-r) WOW^'s (Ft. Wayne) Doug 
Shull congratulates N. Y. prize winners Corrine Tortaro, 
of McCann-Erickson (watch); Jeanne Sullivan, SSC6dB 
(attache case); & Dave Persons, North (radio) 



■ WOWO presentation: The two recent WOWO 

(Ft. Wayne) luncheon presentations drew many 
New York agency people and advertisers, includ- 
ing Frank Finn, McCann-Marschalk; Charles 
Hofmann, Foote, Cone & Belding; Norm Sprei, 
E. R. Squibb & Sons; Wes Parma, North; Ed 
Fieri, BBDO; Bob Wilson, Benton & Bowles; 
D. K. Burch, P. LoriUard; Lucy Kerwin, Kenyon 
& Eckhardt; Rena Mayer, Campbell-Ewald; 
and Herb Gruber, Parkson. At the first luncheon, 
door prizes were won by Marion Jones, Lennen 
& Newell (watch); Helen Thomas, Street & Fin- 
ney (radio); and Bill "Lucky" Falk, sponsor (at- 
tache case). For second day's winners, see photo. 

■ Care marches on: Texize Chemical's Care, 
chlorine-free liquid bleach, will be introduced 
in the New Jersey-Delaware-eastem Pennsyl- 
vania area with a saturation tv sked set to be 
aired 4 November on Philadelphia's WFIL-TV, 
WCAU-TV, and WRCV-TV. Spot drive will 
continue until 15 December and resume after 
the first of the year. Product was introduced in 
metropolitan New York, northern New Jersey, 
and Connecticut-Massachusetts markets via spot 
tv last spring with successful results. Newspapers 
and in-store promotions will supplement tv. 
Agency is Venet (Union, New Jersey). 

■ Banking on tv: United California Bank of Los 
Angeles $200,000 fall spot campaign under way 
on tv stations in Los Angeles, San Francisco, 
Bakersfield, Salinas, Fresno, Sacramento, Stock- 
ton, and the Chico-Redding areas. Agency is 
Erwin Wasey, Ruthrauff & Ryan 'Los Angeles). 



TV BUYING ACTIVITY 

^ Lever Bros. Lipton Tea buying spot sched- 
ules in about 30 scattered markets for a 27 Octo- 
ber start date. Four-week drive will employ 
evening fringe minutes in some markets, day 
and evening minutes in others. Buyer at SSC&B 
(New York) is Steve Suren. 



ll.iitm.in 



Hartigan to International 
Division of Time-Life 

I lie iiitcrii.itjnii.il (li\isiiiii ol I imr 

itr liiii.dU .isl li.iN .(iiiiiiiiiK <'(l till' 

.ippnililiiiciit lit 

AllHit (;, ll.ir- 

tjii.m.rfpnrlinii 

to Si-; \lickcl- 

Mii). Iic.ul lit jn- 

tfin.itiiiiial ilf- 

\»'lopiiiriil tor 

I li f t i r m " s 

I) r oa il ta s t - 

iii>4 interests. 

I iartiuan. who 

was \ ic r pn*si- 

iit .iiicl mncial iiumaufi ot NicU-o 

iiiiisf, a film priKluttidii tompaiiN, 

ill spt'ciali/f in tv pn)tiraniinu for 

rriiiii sf.ition opfratiniis. I !»• 1m-- 

iii .IS a protiiuti-ciiifctor at \\ HZ. 

iston, tlu'ii movi'cl to W'PIX. New 

irk, wluTt' he ht'came program 

isiiu'ss manaiitT. Since then. h«> 

cs heen director ot proiirain (ie\fl- 

iineiit at I nited Arti.sts. account 

M'c-uti\e at ITC Tele\ision and 

istern I^ivision manager of \\\C 

:ltns 

^|tv no public utility 

Milk K. MosN seiiatoi troin Itali, 
irned the FCX" not to tri-at hroad- 

isting like a pul)lie ntility by try- 
.: to reiinlate coinint'reials and. 
i-ntuall\. thi" whole hroadeast 
ononiy. He stronuly sugije.sted 



thai the conunission willulraw its 
proposal to limit emninereials, with 
no liirther action. Moss adinitli-i! 
that he, too. t;ruinhli'S at <*\cessi\. 
c oiniiD-rt ials, like most Americ hin 
hilt he has heeii HMssiirc-d In re«i iii 
remarks ol \ \H president Ct»Ilins 
that impro\ einiiil is on the wa\ 
The senator is sure the battle 
auainst l-XXis "back door" ap- 
proach to rat»' rennlation eonid !>«■ 
won 1)\ broadcasters on l«•^.ll 
Uronnd. Hut Iw wants the hirijer 
issue of broadcasters riijhts to func- 
tion indepi'iidentK and competi- 
ti\»'l\ tiilb alfirmed. He ad\ is«'d 
the FCX; to wait lor voluntary ac- 
tion b\ broadcasters, aetiiin within 
their statutory rights to conduct 
their own economy. If they fail, and 
the FC'C' wants somethinu doiw 
about it, let the (.'oiiunission come 
to Congress, and put the issue to 
full Coimressional debate, he con- 
cluded. 



NEWS NOTES 

IHK tuners turn tide: (General In- 
strument C'orp.'s latest financial 
statement indicates a recovery after 
the loss siistaiiH'd in the fiscal year 
ended last 2S Februar\ . (Contribut- 
ing to the sales and profits gains 
were increa.sed shipments of uhf tv 
tuners to set manufacturers h>r in- 
corporation in the new all-channel 
.sets. Pre-tax profits ui-re up llT'r 



QUESTION 



March hears plans for his new show 








DiMiiwiim lu \i \IK: T\' half-hour ciitr>. "Laii^s for SaK 
bo\\i-(i last iiiulit ,20i art- tl-ri Fdward Bifii-r. \B(' v.p. and l\ i;rii s.ii.s 
mcr.; prourain host llal March; Jack \liiciilrsnii-, acKt-rtisini: v. p. for 
spoiisorini: Kl I'rocliKto ( I'nars; ABC \.p. and l\ pronrain dir. ThciMJuri- 
Fi'tfiT; I.fsfcr (ohfii. \ .p. -account Miporxisor. C'oinpton AdMTtisini;, 
agenc* for Kl Prodiicto, and Ben C^oodinan. of tho ciuar ct)inpan> 



Whjf docs 
kc 



m c J n .•' 



ANSWER: 



With 5000 watts 



fd'S 



I 



serves .in .ire.i of 

60,000 sq. milej 

. . . it would t.ikc 

590,000 w.itts 

or 118 times 

the power of 

KWTO to serve 

the s.imc 
jrc.i .It 1260 kc 



.')*) - ('(mnty 
Priiiiar> Area 

$3.3 Billion M.irket 



Mg 



dcli»cr« 



270*^0 more counfiri fhj« 

the tccond tljtion Thit 

mcjns 14S.S73 more populj- 

fion. $2,873,886,000 more 

C S I 

SRDS CM Dm 

Mjy 63 



Who do I 
contact? 



C«ntjct. S«*jlli,'G4r«i 
fen»«rhr Ftuxom Nj»>««ijl 
••i«»ci. lac 



5000 



w*Mt/ 



S60 kc 



akc 



mio 



Springfield, Missouri 



PONSOR 21 ociOBtR 19(33 



57 



TV MEDIA 

for the three months over hist year's 
comparable period; per share earn- 
ings increased to 10 cents for the 
cjuarter (vs. 6 cents hist year). For 
the si,\ months ended 31 August 
1963, sales were a record $47,121,- 
239, up 14% over volume of $41,- 
194,131 in the year-ago half. Pre- 
tax profits were $861,683, up Hire 
over $477,609 in last year's half. Net 
profits were $508,183, equal to 20 
cents per common share, compared 
with $355,309, or 14 cents a share a 
year ago. 

Mid East taps tv resources: ABC 

International is lending an assist in 
the formative stages of the Arab 
Middle Eastern Network, just form- 
ed by tv stations in Syria, Jordan, 
Kuwait, Iraq, and Lebanon. Tele 
Orient, ch. 11 in Beirut, an associ- 
ate of ABC International Tv and a 
member of the ABC \\'orldvision 
station group, is the flagship station 
of the new network. Don Co\le, 
president of ABC International, 
termed the step "crucial in the de- 
velopment of Middle East tv," said 
his company will provide interna- 
tional program buying and sales 
representation services to the sta- 



tions which form the nucleus of the 
new organization and w ill continue 
assistance as is re(}uired in expand- 
ing the network. 

Ready to roll: Production of a pilot 
film for a proposed new NBC TV 
science-fiction .series, I. S. D. ( Insti- 
tute of Scientific Defense), will be- 
gin dufing the week of 21 October. 
To be produced b\' NBC Produc- 
tions, Television Network, /. S. D. 
is based on a science-fiction concept 
created by Robert Barbash, writer 
and producer of the pilot script, 
"The Prelude. " The full-hour pilot 
will be filmed at Paramount Studios. 

Elected to SMPTE offices: Deane 
R. \\'hite, associate research lab- 
oratory director of du Pont, has 
been re-elected engineering v. p. of 
the Society of Motion Picture and 
Television Engineers. Joseph T. 
Dougherty, technical representa- 
tive for du Pont, was re-elected fi- 
nancial V. p. Newly elected officers 
of the society are Byron Rouda- 
bush, president of Byron Motion 
Pictures, treasurer, and ^^'ilton R. 
Holm of du Pont, sessions vice 
president. 




Make it look good, Irving, we're on T"V. Coast to coast. Being 
carried on WITN-TV, and NBC in Eastern North Carolina. Watch 
the helmet. It's not mine. ARB* reports WITN-TV now leads its 
market with 215,000 TV homes able to receive against Station Z's 
199,000. Stop showing off with the pike, Irv. And what a market. 
Doherty, Clifford, Steers & Shenfield places Greenville-Washington, 
N. C. among its 30 Advanced Markets and No. 82 nationally. WITN- 
TV increased its net weekly circulation 41.3% since they erected 
their High and Mighty tower, tallest structure in the state. Irving, 
are you listening? Don't just sit there with your head hanging. 

'ARB Coverage Study Feb/March 1963 



Power increase: \\'SEE-TV, Erie. 
Pa., has received FCC approval tc 
more than double its effective radi- 
ated power, »from 137,500 watts tc 
285,(KM) w atts with a maximum hor- 
izontal power of 401,000 watts. The 
station hopes to reach a goal of ] 
million watts power b\- next sum- 
mer. 

Proposes acquisition: Technicoloi 
Corp. has proposed the acquisition 
of Town Photolab, which special 
izes in photo finishing, film mer 
chandising, and direct mail ordei 
film processing. Patrick Frawley. 
chairman and chief executive officer 
of Technicolor, said the two com-i 
panics have agreed "in principle" 
that the purchase price would be 
about 130.(KK) shares of Technicolor 
stock, equivalent to one share of 
Technicolor for about 4% shares ofd 
Town. The consummation of the 
transaction is subject to further ne- 
gotiations and the appro\al of tin 
firms' boards and Town shareholcl 
ers. 



rri 



NEWSMAKERS 



Richard II. Riggs to sales manager 
of ^^'J1^I-TA', Lansing. He was as- 
sistant manager of WIMA-TV-Radio 
in Lima, Ohio. 

Jerry Thompson to general sales 
manager for KGMB-TV, Honolulu. 
He was w ith Pepper Sound Studios. 
Zi\-T\' and Taft Broadcasting. 

Fr.vnk Reynolds and Hi"(;ii Hill 
to newsmen at ABC's WBKB. Chi- 
cago. Both were previousK with 
CBS station WBBM, Chicago. 

Fred \'()n Hofen to account 
executi\e with KING-T\\ Seattle 
He was the station manager for 
KING Radio and KGW Radio, 
Portland. 

Clyde Spitzeh to general sales 
manager for the radio and t\' di- 
vision of Triangle Publications. 

M.'VURiCE B. Mitchell to presi- 
dent of EncNclopaedia Britannica. 
He was with CBS in W'iushingtOT. 

Pail R. Fry and Ernf.st C. 
Sanders to flu> field staff of the Na- 
tional .\ssn. of Broadcasters. Fry is 
former president of Inland Broad- 
casting, will operate from OmiUia.^ 
Sandi'rs, operating from Daven- 
port, was chief of the .\merican 
Forces Radio Network in Europe. 



i 



) 



58 



SPONSOR/21 OCTOBLR 1963 



V MEDIA 



Tribune is first out 
witti ttie morning 
rtianks to tv spots 



'•7:30 p.m. Ron Holland, copywriter, goes over rough o1 front page with editor Jim Bellows 




I» A \»:w!»pM'KH niii work willi latr- 
l)r«*akiiiu news and inaki* dead- 
liiifs. sti tan an ani-nty i rr.ilivr and 
|)riKlmti<»n staff. PajM-rt. K(M-ni(;, 
I^iis frfls. 'Iliiis, it i.N n«)t MirprisinR 
that amnnn tin- rf|x»rtrrs and itliturs 
liiistlinU alnint tlir Ihriilil-Trihuiw'i 
I it\ r<M>ni iM'forc pnw tnnf mw 
IhkIs a I'KL anrm-\ man tninf; to 
inert a (oniinrrda) deadline. 

'I'lif conirniTciaK prepared fur 
tlie clirnt are conteixed and pro- 
(iiited in appro.xiinately three hunrs 
.ind aired one honr later. NN'itli 
the Ttihuiir's new fiirni.it the e<)in- 
nuTiials in>t onK \l\\r tlie n<'W% hut 
explain it and create interest in it. 

HecentK . for the t\ intriKliiiiion 
of the new Snnday section Kre<l 
I'apert himself dex tjIm-iI tin- for- 
mat, certainK inditafiir^ first ( lass 
ayency treatment. 

The vonnij hnt tap.tl)i< I Kl, m.m 
\\l»o carries the major hnrden of 




7:30 8 Story chosen for commercial is dis 
cussed with the reporter for proper value 




8 8 30 Holland sits down to write commercial 
copy in the newspaper s busy cit> room 



TV MEDIA 







11:20 Commercial appears on CBS news, cleared for use on NBC 



15 Bob Lurie, ace exec (I), John Chola 
^L producer (c). at production scene 



u sponsihilitN is Hcii iloll.iiicl, tech- 
nically a t'(»p\ writer, but in cssenc*' 
.1 jack-of-all-fratli's tm the pri)jcct. 
It is his jolt to seek out thr most 
MiitahU" nt'ws story, tliscnss it with 
the reporter, write lopy tor a \(ik<- 
o\er hy Joe (ii\(Mi. find coniple- 
nienlars pi\ or films, secure a prool 
ol the first pam*. zip o\er to i'.WS 
studios in a taxi, and help plan the 
prodiufion ( sci' picturi-s). 

rile idea of doinii a whole com- 
mereial from start to finish in one 
exeninii stunned (IH.S at first. "The\ 
said we were t ra/.y, said one agency 
man Hut now after two years of 
operation the editors, agenc\ man. 
and network producti«)n staff have 
the |ilainiin<; down to a smooth .ind 
fast-mo\inu oper.ition. There is no 
sense of panic even when things go 
wronii — and things can go wrong, 
agencN men .idmit. Sometimes writ- 
ers are not availahh- to discuss the 
news with Holland, sometimes the 
hest pictures cannot he found, some- 
times tlu- I'ommercial is held up he 
cause the front page is lat«\ and. on 
occasion the whole commercial se- 
(juence is held up because Holland 
is l.ite (The da\ si-onsoh ct)Ver«'d 
the procedure he was dela\ed Im-- 
cause of saillxjat trouble). Tlu-re 
ha\e been some close shaves, but 
the commercials ha\e always fx'en 
really for airing on time. 

VoT maximmn efficienc> a time 
schedule is followed, getting more 
rigiti as tlu- e\ening wears tin. Hol- 
land spends much of his earl> '• 
talking with Hcrald-Trihiinr eiir i 
Jim liellows to decide on the m«ist 
suitable storv. This d<H's not always 



mean the lead slor\, but rather "the 
one that Ix'st shows how the Trill- 
lint etiits a paper diflereniK from 
other pajM-rs. . . . Stor\ which lends 
itself to analysis of what's lH*hind 
tlu- news . . . the wh\ and what." 
Timing for this and other dutii-s is 
flexible up until the moment the 
front jiag«' is read\ . .\t that time 
Holland must Ix' ready to take a 
(pii(k proof .uid g«-t over to (,'HS 
where the commercial is priKluced 

Needless to sa\ the commercials 
are prinlucvd on video tap*" for 
(juick editing and immediate use on 
the air. .\bout two-thirds of them 
.ire one-minut«' scanning comnuT- 
cials. Tlu'V are .lired linalb an 
either CB.S T\- or NBC T\ 

.Since continuitv clear.uuf is nee- 
essarx (;BS has emiJoweri'd the act- 
ing network director to pass on 
standards. If the siime ctimmerdal 
ap|KMring on C'BS news is to ap- 
jn-ar on another net's show. NBC's 
I lulay Slum, for example. Holland 
must call an NBC continuity man 
at home that night and ri*ad him 
the i-opy. 

PKI. gives much of the credit for 
etficiiMit pnKluction to CBS staf? 
co4i]x>r.ition and availability of 
sjx'cial e<|uipnu'nt. With the use of 
telops. a m(*th<Hl of o|);u|ue projec- 
tion, rapid changes of shots are 
jxissibK' .Several otlu-r pri"' 
studios hav«> lx*en tried wr 

SUCXX'SS. 

The Thhunr i>st 

of its near $1 m. on 

tv. is ordering from two to four 

scanning commercials a v%'eek. ^ 



61 



! 



SYNDICATION 



7 Arts meets in N. Y. 



MAIN" POINT of business at its up- 
coming sales meeting will be 
discussion of marketing plans for 
Seven Arts' new Volume 8 of "Films 
of the 50's" in addition to the new 
Out of the Inkwell series of 100 five- 
minute cartoons. 



The general meeting will invoke 
the entire Seven Arts sales force 
and it is scheduled for 22-23 
October in New York. Additional 
highlights of the agenda include a 
sales review of other Seven .\rts' 
product. As of last week, sales fig- 




AA taps ^Presidents' 



Allied Artists Television Corp. 
formed three years ago as a 
distributor of feature films and 
tv series, is now producing a 
series for the first time. 

The Presidents, a group of 
104 five-minute episodes on 
the lives of U. S. presidents as 
children, is now in production 
for the syndication market. 
Each episode of the series, de- 
signed mainly for showcasing 
in local children's programs, 
consists of 30 to 40 full-color 
paintings shown in "cincmo- 
tion" — the storybook tech- 
nique with narration and mu- 
sical score. 

Twelve episodes are now in 
production. They include sto- 



ries about George Washing- 
ton's adventures in the Indian 
country as a young surveyor, 
Andrew Jackson's experiences 
as a 14-year-old prisoner of 
the British, William Henr>' 
Harrison's Indian battle at 
Tippecanoe, Theodore Roose- 
velt and the Rough Riders at 
San Juan Hill, and Dwight 
Eisenhower playing football 
against Jim Thorpe. 

The Presidents is a \'ideo- 
craft International production, 
produced by Arthur Rankin. 
Jr., and Jules Bass. Director is 
Larry Roemer, writer, Len 
Korbkin, and narrator, Ber- 
nard Cowan. Series is being 
screened for agencies. 



ures stood as follows: \olume 1 of 
"Films of the 50's " sold in 144 mar- 
kets; volume 2 in 121 markets; vol- 
ume 3 in 115; \()lvune 4 in 91; and 
\()lume 5 in 89. Also, five more deals 
were signed for the half-hour tv 
special, Churchill, the Man. bring- 
ing total markets to 23. 

Addressing the sales meeting will ■ 
be Robert Rich, \ice president and 
general sales manager; Donald 
Klauber, vice president and na- , 
tional sales manager; Herbert G. 
Richek, director of operations; 
Harvey Chertok, director of adver- 
tising and publicit)-; and Leonard 
E. Hammer, director of station 
representatives and sales. ^ 



NEWS NOTES 



Tv tape firms merge: Tele-Tape 
Productions and Video Industries 
Corp. of America (VICOA), both 
now commencing their fourth year' 
of operation as producers of tv 
shows, commercials, and industrial 
closed circuit productions, have 
consolidated, subject to approval 
of both groups of stockholders on 
25 October. Tele-Tape Productions, 
with general offices in Chicago, 
sales offices in New York, and an 
engineering plant in New Jersey, 
has operated principally in the east 
and southeastern states. VICOA, 
based in Chicago, has operated 
principally in the midwest. The 
survi\'ing company, Tele-Tape Pro- 
ductions, will ha\e over $1 million 
invested in equipment, including 
twelve 4'2-inch Marconi image or- 
thicon cameras and six Ampe.v mo- 
bile \ideo tape recorders housed in 
three 40-foot custom designed self- 
contained mobile "tv studios." Un- 
der the pro\isions of the proposed 
merger, the \'ICO.\ stockholders 
will receive shares of stock in Tele- 
Tape. 

Metromedia buys 'Burke': Six of the 
sc\en Metromedia t\" o&o stations 
will be programing United-Artists- 
T\''s Stoney Burke series. Omitted 
from the deal was KTT\', Los .An- 
geles, due to the fact that the 32- 
episode series had been purchased 
In- KCOP-TW Los Angeles, prior to 
the Metromedia multiple-station 
bu)'. This sale, combined with sev- 
eral recent single station sales, 
brings total markets for the pro- 



62 



SPONSOR /21 OCTOBER 1963 



ram, distnhiitiil l)\ tin- liionnmcc 
ivisiori, to ■I.') mark«'fs Otlici n.iIcs 
Bws lomc's Irom Mid-Aiiu'rita 
^Idt'O Tuyu.' I'rtuluctidns. a division 
\\(;\. Inc., wliitli sa\s that 
at Musir is inrrrntK Iwinii t^ir- 
, on 49 V.S. staf inns a\u\ in srs in 
•iiin t (unitrics. 

(ix Pac sales cliinl): lA M.irkctt'tTs 
soKl its l\ Si\ I'.n , .1 s«'ri«vs of 
honr-loni; t\ sp<ai.»ls, to 1 1 
irop<Mn c-onntrics. in .uldition to 
it' s\ iiditation in this lonntry. 
HHip inchidrs Irehnul, West Ger- 
ly, .Vnstr.ih.i. I'inl.ind, Sui-dcn. 
■Ipinn, It.iK. HolLind, I'hihp- 
|>infs. n»ninark. .md Nt-w /cahmd. 

Television I'ihn lAhihit H)63, lu-hl 
^t N.\B convi'iition tiinf hist Near, 
fil\ Ih- rt'pratt'd .\pril 5-S in ('hi- 
»go. to coincide with the I'Kil 
lAH convention. TucnfN t\ fihn 
listrihntors will cxhihit their wares. 
U a nieetini; last week, an execn- 

/e committee, comprised of a si\- 

m hoard, was oruani/ed. 

Memlu-rs are Hicliard (iarlton, 
frans-Lux Television, and Alan Sil- 

rbach. 20th-Century-Fox Televi- 

lion (co-chairmenV Marve) \'ictor. 

[ayark Films; Barr\ Lawrence, 

Jnited Artists Television; Richard 

larper, MGM-T\', and Len Fin- 

)ne, Fonr Star Disfrihntion 



Police chiefs honor Lawbreaker' 




Intl. VsMi. 1)1 (hills lit I'ulici- li.is I itid I VIN s In- M.iisiii riiMiils — 
1 .auhrcakcr uilli an Vwurd of Special Merit, first time u proKrum Uas 
hecn Mf liniKirt-d. fU"c-oi\ inn pla«|nr from (.'ol. Stanlf> II. Srhrntcl iri. 
IA( I' president and (.'ineinnati eliief. at Tilth I\(!l' ciiiixentidn in lliiiistcin 
is Mauriee I nuer, exec producer for tlie lirst-run s>ndicated series an«l 
pres.. I{apier-l W-TN' Productions. Vt left is I V( P exec dir. (^uinn Tamni 



.New musical scries: Singer Hol)l)\ 
Vinton has been signed to star in a 
tv series of 26 half-hour miisit.il 
variety shows h\ Holiinu Prcuhu 
tions, a snhsitliary of Nathan, Johns 
& Dimlap. \'inton will host the 
show, geared to teenayers. 



■iiiik^-'J^^. 



Look South and /ou'/f 

'3 



see 



Columbus, 
Georgia . . 



Promoting 'The D. I.' to the G. I. 




WNCrT-TN , (^rccii\ illc, \ ( , li.ul ,;iM)d reason for thinking its .indience 
woidd want to svatcli tlic feature film, "Tlie 1). I.": The Marines' ( .nop 
I-eiiicne is in viessinv; ran^e. \N'\(IT-T\' Aloniini; Show" host Sherman 
Husted (il inter\ie\vs two I.eiuene drill instructors as part of a promotion 
of the Se\en Arts \ssi>c. feature film, which stars Jack \N ebb 




o 

►— 



_ !l 

.< r 



2o 



!l 



Covering 66* counfie* 
in Georgia and Alabama 

•CIAOI 1 COVIIACI AliA 

YEARIN, YEAR OUT, 

TV-3 IS PREFERRED 

BY LOCAL AND NATIONAL 

ADVERTISERS 

People believe in TV-3 
... so con you/ 

llunie nf F<»rl lU-nning! 




CALL 
HOLLINGBER> 



lNXOR/21 ociOBtR 1963 



63 



STATION REPRESENTATIVES 

Small, mecllum marts 
targeted by TvAR 



THE NEED for an industry-wide 
selling job to encourage increased 
use of spot tv in medium and small 
markets was rexealed in the fourth 
annual analysis by T\ AH of the spot 
dollar figures just released b\ the 
FCC. 

The stud\' showed that l^etween 
1959 and 1962, spot t\ billings rose 
from $8.75 to SI 1.03 per tv famih' 
in the top 20 markets, a 26.1% gain. 
Stations in markets #21 through #40 
also felt a billings gain from ST. 37 
to $8.92 per famih over this four- 
year span, a 2K;c advance. How- 
ever, in markets ranked below the 
top 40, per-family in\fstment in 
spot tv remained fairh' stationar\ — 
averaging $5.73 in 1962 compared 
\v ith $5.32 in 1959— a 7.7% jump. 

There al.st) emerged an indication 
that stations in certain markets 



strongh' need to promote the im- 
portance of their area to advertisers, 
rather than compete against each 
other for available spot tv money. 
There seem to be wide xariations in 
the amoimt invested by advertisers 
in many markets which are similar 
in size or location. For instance, 
1962 spot tv billings were $11.43 per 
tv tamih in Baltimore, and $8.79 in 
Minneapolis-St. Paul. It's also curi- 
ous that advertisers invested $14.07 
per familv in Houston Galveston 
#23 in 1962) but 
Dallas-Ft. Worth 



( which ranked 
onlv $9.84 in 
(#12). 

The general 
looked healthv. 



spot t\ picture 
howexer, with the 
national average rising from $9.65 
per tv famih in 1961 to a new high 
of $10.99 in 1962. The high point of 
the per family scale was reached in 



PGW's silver anniversary with station 



'll V 




^^^^v ^g^^^k ^^^^^B 


1*— ^HH^^^^^^^^H 



Peters, GrifKii, Woodward lecenth lield a coreino;i\ at its N. Y. lu-ad- 
(|iiarteis to mark 2.5lli aiiiiiversar> of exclusive representation of W'DBJ, 
Hoanoke. Taking part were I'C.W president H. Preston Peters (seated I), 
presenting placiiie to Ha> P. Jordan, broadcast \ .p. of Times-World C'orp., 
WDHJ owner; (l-r, standing) P(^\N' tv president I,lo>d Ciriffin: Times- 
World radio \ .p. Frank K. Koeliler; P(;\\' \ .p. -radio dir. Ra> Stanfield 



Chicago and Buffalo-Niagara Falls 
($15.21) and the low point inj 
Evans\ille, Ind./ Henderson, Ky.ij 
($3.53). 

The T\.\R stud\' covers markets! 
for which FCC figures are avail-! 
able; that is. those with three or 
more stations reporting. Detroit is 
excluded because FCC figures do 
not include CKL\\'-TV, W'indsor- 
Detroit. ^ i 

NEWS NOTES 

Newly appointed rep: Norman Per- 
rault. of FM .\ssoc.. New York rep 
firm, has been appointed represent- 
ati\e of W D\ R (FM), Philadelphia. 

New office: Edward J. Devney, pres- 
ident of The Devney Organization, 
has announced the opening of an 
.\tlanta office, headed by David Car- 
penter. The new branch is at 1401 
Peachtree St., N.E., Suite 271. Tele- 
phone: 404-876-8548. 

Metro Radio billings up: Total na- 
tional billing for the first nine 
months of the year at Metro Radio 
Sales is up 39%. All stations regis- 
tered increases, the smallest being 
27*^' and tlie greatest 84%. Stations 
included are KMBC, Kansas Cit>-; 
W'CBM. Baltimore; WHK, Cleve- 
land; WIP, Philadelphia, and 
WNEW, New York. KL.\C. Los 
Angeles, another Metro Radio Sales 
station, is not included, since it only 
joined the Metro list in July. 

NEWSMAKERS 

Hahhy DiHANDO to sales account 
e.\ecuti\e with Metro Radio Sales. 
He was formerK- with H-R Repre- 
sentati\es. 

R.^LPH P. Mc:C.\sKV, Jr. to televi- 
sion sales e\ecuti\e in the Chicago 
office of RKO Ceneral National 
Sales. He was with Peters, Criffin 
and Woodward as account execu- 
tive. 

Ke.\ F. Campbell to the New 
York sales staff of the Katz Agency, 
lie was formerK with H-R Repre- 
sentati\es. 

John T. H.\rtigan to executive 
\ice president and partner of the 
.\utomoti\c' Radio Croup in Chi- 
cago. He was media supervisor at 
(^ompton .Advertising there. 



64 



SPONSOR 21 ocTOBKR \%'^ 



WASHINGTON WEEK 



New» from nation'i 
capital of tpnul 
intrrwt la admen 
21 (X-tober 1963 



^^ Impnrtial observers were dismayed at the poor relationship between 
record manufacturers and radio broadcasters, glaringly apparent at 
the Hartford NAB regional conference recently. 

Broadcasters were miffed by absence of any representative from the 
record industry's major manufacturer association (RIAA). Those repre- 
sentatives and observers who did turn up from the record industry, were 
equally miffed by some of the derogatory comment about their sales repre- 
sentatives who were given "back stairs" status by some stations. 

The Recording Industry Promotion Association (RIPA) reportedly has 
protested to NAB that broadcast stations cut off all liaison with record 
representatives, giving them no chance to talk to station people. 

^^ Interdependence of record manufacturers and radio broadcasters is 
clear to outside observers , but is seen on the bias by participants. 
Record people claim they saved radio by providing inexpensive pro- 
graming when tv took over all but music and news, and still furnish stations 
with all the free playing records they require. Broadcasters claim they 
are the prime source of record exposure, and carry into record dealings 
the running feud with ASCAP on payment of performance royalties — although 
record companies have no say in performance royalty. 

^^ Mellow presence of Carl Haverlin, president of Broadcast Music. Inc. . 

and RCA Victor Records' William Alexander at NAB's Minneapolis meet 
may spread a little balm. 

Cooler heads on both sides would like to see better rapport. Part 
of the trouble is lack of understanding. Record companies find broad- 
casters confused over manufacturers' role in the royalty picture. 

The copyright owner collects only "mechanical" royalties from record- 
ings of his music. These royalties are generally well below the Copyright 
Act maximum of 2 cents per tune, and amount to modest sums even on hit records 
in today's competitive market. Copyright owner lives principally on his 
performance royalty. 

Mechanical royalties are collected through a trustee office. ASCAP, 
BMI, SESAC and similar groups license only the public performance rights 
established in the statute for copyright owners. 

■"^^ Better relationship between record and radio people may become a 
matter of urgent necessity If and when proposed revision of the Copy- 
right Act gives the owner exclusive control over recordings of his copy- 
righted music. 

At present, once a song is recorded, any number of manufacturers can 
also record it on payment of mechanical royalties, under the "compulsory 
licensing" proviso. Copyright Office recommends an end to this. 

The bidding could go high for top tunesmiths, and the Increase would 
undoubtedly be passed along in some degree to broadcasters. 



65 



^WASHINGTON WEEK 



21 October 1963 



^^ NAB president LeRoy Collins ' pleas for improved broadcaster-audience 

rapport had an eloquent echo from Carl Haverlin, president of Broad- 
cast Music, Inc. , guest speaker at NAB's Minneapolis regional meet. 

Haverlin, dedicated veteran of 40 years in broadcasting, was frankly 
inspirational in his approach to broadcaster consideration for his audi- 
ence, dangers to programing freedom, and broadcast commercials. 

Haverlin took off after the "elite corps" who would program for Ameri- 
cans "for their own good." He reminded legislators that this concept runs 
counter to the democratic grain. If the public can be entrusted with the 
vital business of electing its government — it can surely be allowed to 
choose its own programing. 

He did not go easy on broadcasters with closed minds, saying when 
egg-heads insist people would benefit by types of programing they do not 
get, it is "entirely possible" for this to be true. He urged broadcasters 
to listen, and to revive the early bold and experimental outlook that gave 
American broadcasting its unmatched vigor. 




•"^^-^ "If you are guilty of anything, it i^ that you have failed in making 
known to audiences ^ur sensitivity to their opinions ^ ^ ^ both audi- 
ence and broadcasters have come to take each other too much for granted. " 
Haverlin told broadcasters: "I urge that you start explaining your- 
selves , your aims and your obj ectives . . . until the people you serve under- 
stand they have an even greater stake in the matter (of broadcaster free- 
dom to program) than you have. " 



■^^^ Out of his own experience with broadcast advertising copy, Haverlin 

credo is ; fewer words will do it^ better. 

Haverlin suggests a thorough study of how to accomplish the adver- 
tising goal of selling products with fewer words. 

In his own experience, by paring the redundancy out of commercials — 
with agency and client approval — "We achieved less clutter, an easier and 
less hurried delivery." In fact, ultimately, "We went from words to syl- 
lables on our rate card." 



^^ Whether emphasis should be on rearranging interrupt ive commercials, 
or paring redundancy — both industry and government spokesmen seem 

to bjB veering steadily away from the stopwatch approach as a formula for 

commercial reform. 

FCC Cmnr. Robert E. Lee gave added impetus to the trend during a recent 

talk to RAB management conference in Detroit. Lee said his own analysis 

of 500 out of the 2,500 complaint letters to the FCC showed most irritation 

was roused by too frequent interruptions on tv. 

Lee would take no stand on the FCC's battered proposal to adopt NAB 

code. But he admitted that NAB code adoption might be a poor answer to 

commercials problem — and leaving limits up to individual broadcasters 

might be a better one. 









Cameras and TV Tape Recorders by RCA! 
Creative Technique by MGM Telestudios! 

The T\' commercial has been described as "60 seconds of perfection " Many of them 
arc And that's why MGM Tclcsludios decided to "go RCA. All The Was " MGM Tele 
studios originated man) of tape's ad\anccd production techniques George K GookJ. 
President, says. "Our new production techniques have just about pavscd the capabiliiicii 
of our original equipment The RCA TK-6() cameras and TR T" — in- 

stalling are truly "new generation" equipment Their expanded t ancc 

will allow video tape to continue its dynamic development as one of teicvisKMi's pnmc 

prixJuction tools." o^ a a j j t , r ^ . .. . 

nC A Broodcast and Trievision t.ifuipmrni. Camdtn. N J 



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CONTENTS 



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Norfolk Newport News 


VJ 


Atlanta 


KFAB 


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KPOJ 


Portland 


!»•< 


Chicago 


WRNL 


Richmond 


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Cincinnati 

Cleveland 

Dallas Ft Worth 

Denver 


WROC 
KCRA 
KALL 


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Sacramento 

Salt Lake City 


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Duluth Supeno- 


WOAI 


San Antonio 


UK 


Houston 


KFMB 


San Diego 


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KYA 


San Francisco 


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'SPONSOR-WEEK 



III l> /radio advrrtiiini 
2S (MoJkt I'Mi.) 



Boys, relax!: Broadcasters can breathe easier 
this week. F(".(! conim. Kenneth A. (>i)X, thought 
to he in favor of adoption of VCC rules to con- 
trol coniiuercial time limits, now says he is 
"nearly convinced" a single standard of com- 
mercial limitations "wouldn't work." Cox had 
heen registered in the camp of FCC chairman 
E. William Henry and Comm. Lee Ix)evinger, 
who approve commercials control. \\ hen 
Henrv made h\> speaking d«'l)ul hcfore indus- 
try executives last month, he admitted one 
commissioner opposed to the rulemaking 
would have to change his mind if there was to 
[)€ the majoritv of four needed to pass the rule 
originally proposctl by Newton Minow. Now 
that Cox has withdrawn support, it appears 
that Henry and I.oevinger have lost consid- 
erable ground. As an alternative to FCC 
control. Cox told the Connecticut Broadcasters 
Assoc, that "perhaps ... we should forego a 
rule and simply auTiounce that ... we regard 
the present NAB Code limits as sound ... as 
to those stations who do not meet the stand- 
ards of the Codes, we would . . . require [them] 
to show why it is necessary [for them] ... to 
devote a higher percentage of commercials 
during at least some periods." Co.x wondered 
why the NAB Codes, "lauded by good broad- 
casters for vears . . . and touted to the com- 
mission and to Congress as evidence of respon- 
sible and mature industry conduct, is suddenly 
labeled [with] epithets?" He was referring 
to broadcasters' individual reactions to the 
FCC proposal, and to N.\B's 44-page explana- 
tion of its opposition. 

Hair-splitting: I litest .30-market Nielsens, for 
week ending 20 October, produced an almost 
unl)elievable situation. Average tv ratings for 
the seven-dav period, 7:30-11 p.m., looked 
like this: ABC 16.8: CBS 16.9: NBC 17.0. 
Vi iiile computing to the hundredth point might 
raise the eyebrows of Oren Harris, it became 



necessary to establish the complete picture. 
Network Iradfr>hip by half-hours showed ABC 
with 22, NliC at 14, and CB.S with l.'i. Though 
statistically a dead heat, the latest .30-markct 
Nielsen presaged added interest in next week's 
October I Niel>en National. Bv share of audi- 
ence (excluding ABC's 10:30-11:00 Thurs- 
day period, which it does not program), the 
averages have looked like this since new sea- 
son starte<l: 



Week Ending 



\\U 



( i;^ 



Mu; 



29 Sept. 


28.3% 


33.0% 


28.0% 


6 Oct. 


28.6 


.32.7 


27.3 


13 (M. 


29.7 


31.0 


27.7 


20 Oct. 


29.3 


29.2 


29.4 



NBC hits back: NBC had several words, in- 
tludiiig "cynical" and "flip," to characterize 
FCC, Broadcast Bureau's statement that pres- 
sure tactics won the net its Philadelphia chan- 
nel 3 outlet, and therefore the commission 
should deny renewal. In a lengthy rebuttal, 
NBC said bureau's stand was based on "un- 
supportable and reckless charges," and car- 
rie«l an unwarranted belittling of NBC's con- 
siderable contribution to broadcasting. Net- 
work said record doesn't bear out bureau's 
"ill-gotten gains" charge that NBC originally 
accpiired Vi RCV-TV station bv presstiring 
W'estinghouM' to swap its Philadelphia outlet 
for NBC's in Cleveland. Vi'eapon was alleged- 
ly NBC threat to withhold network afTdiatinn 
from other outlets. NBC was particularly 
irked by bureau inclusion of an alleged threat 
to withhold afTiliation from a Pittsburgh outlet 
in a side involvement during \^'esiinghnuse 
>wap in 19.5.S. NBC says affdiation commit- 
ment to I'ittsburgh station was made far 
ahead of Westinghouse exchange. It remind.^ 
bureau that FCC confirmed the exchange and 
has found no fault in NBCTs running of the 
Philadelphia station in the eight years since. 



^SPONSOR-WEEK 



28 October 1963 



BAR reports loss: Broadcast Advertisers Re- 
ports, which monitors tv stations for some 200 
agency and station clients, reports it will com- 
plete its fiscal year on 31 October with a loss 
in operations of $125,000. Gross income is in 
excess of $1 million. Loss is blamed on BAR's 
short-lived attempt to monitor 236 tv stations 
in 75 markets every day of the year. This 
was reduced in September to seven days moni- 
toring each month in 75 markets. Before 1 
January 1963, when daily service began, 
monitor reports on stations were made about 
one week in three months in 75 markets. 
When it began one-week service per market 
per week, BAR returned to profitable 
operations. 

Time for o change: Advertising agency peo- 
ple are being bred to look on media reps as "a 
nuisance," says William A. Marseller,* chair- 
man of the agency bearing his name, in ex- 
pressing concern that "so many media people 
believe that agency media buying is often 
superficial." Addressing a conference of the 
Assoc. Business Publications, he called for 
"each agency to reassess its attitude toward 
media." He said it was the fault of agencies 
"if we are finding media less helpful today 
... if we find the new media salesmen coming 
into the business today less able to help us 
make maximum effect with the medium." He 
pointed to studies demonstrating that "media 
complain about inability to see agency de- 
cision makers, about buyers who are inade- 
quately trained . . . about agency concern with 
pure quantitative measures, about unreason- 
able agency requests for uncompensated field 
studies . . . There must be an element of truth; 
the complaints arc alarmingly universal." 

Syndicators act: At least two syndicators have 
profited from ABC TV's 10-10:30 Sunday 
time period problem. When the network i*e- 
placed the three-week-old 100 Grand with 
Laughs for Sale week before last, some affili- 



ates elected to pass up the new entry in favor 
of syndicated fare. Official Films' first-run 
half-hour Battle Line was purchased by ABC 
affiliates WFIL-TV Philadelphia, and WNHC- 
TV, New Haven, for use in that 10-10:30 
Sunday slot. Both stations, owned by Triangle, 
put Battle Lin-e on the air last night (27). At 
the same time. Four Star's one-hour Dick 
Powell Theatre was snatched up by another 
ABC affiliate, KOCO-TV Oklahoma City, for 
the same slot. Other film syndicators vying 
for the weak ABC time period revealed a 
wait-and-see attitude among most affiliates, but 
more are expected to drop Laughs. Both half- 
hour and hour syndicated properties could be 
used by the affiliates: while Laughs is now- 
carried on 136 stations, the half-hour network 
news show that follows is taken by only 69. 

Worried by "machine:" Edward H. Weiss 
challenged more than just the computer in a 
talk to the ANA Advanced Advertising Man- 
agement Course. He said the word "machine" 
means to him "routine procedure, controls, 
and channels . . . the mechanization of man's 
work." Out of the modern worship of the ma- 
chine "has risen the most terrible idolatry to 
threaten the initiative, the individualism, the 
growth of business and its handmaiden adver- 
tising — the idolatory known as research, witli 
a capital R," charged Weiss. "In the modern 
triangle of Men, Money, and Machines, it is 
the Machines that come first — when they 
should come last, when they should be a timid 
servant rather than an arrogant, arbitrary, 
and capricious master." He bemoaned that 
multi-million-dollar advertising decisions are 
based on what score is turned up in ratings 
and warned that the menace of too much 
research is its power increasingly to paralyze 
one's critical judgment of it. The research and 
the numbers should take their rightful and 
subordinate place, "beneath the cardinal vir- 
tues of Confidence, Courage, Judgment, Initi- 
ative, and Experience," Weiss concluded. 



4 Second class postage paid at N.Y.C. 



100 animated 5minute cartoons in full color created by Max Fleischer, 

produced by Hal Seeger and directed by Myron Waldman . . . 

featuring the hilarious voices of Larry Storch and presenting 

the most refreshingly new and highly entertaining characters . . . 

KOKO. KOKETTE. KOKONUT and MEAN MOE 

... all delightful creations, animated with real photographic 

backgrounds for the delight of every kind of audience. 

"Out of the Inkwell" is definitely out of the ordinary. To find out 

for yourself, we invite you to screen a sample of this great new 

cartoon series. Your nearest Seven Arts' sales office is listed at right. 



-^ 



t 



SEVEN ARTS 

ASSOCIATED 

CORP. 






I44IOI 






Ownauna amsM oi na vmm^ 



^ook whars coming up irom Seven Arts! 




: mira « 

I.Los Angeles metropolitan 
area Spanish-speaking pop- 
ulation: 
900,000 plus 

• 

2. Average yearly income: 
$800,000,000 

• 

3. For automotive products: 
$72,540,000 annually 

• 

4. For food products: 
$434,700,000 annually 

YOU CAN HAVE YOUR SHARE! 

72 National Advertisers on 
Spanish-language KWKW 
reach approximately 277,880 
Latin-American homes per 
week at a CPM of $0.72. 
KWKWs 5000 watts speak the 
language convincingly to a 
loyal audience. KWKW has 20 
years' proof waiting for you! 



KWKW 

SOOO WATTS 

Representatives: 

N.Y.- National Time Sales 

S.F.-Theo. B.Hall 

Chicago-National Time Sales 

Los Angeles-HO 5-6171 




'SPONSOR 



28 OCTOBER 1963 



VOL 17 No. 43 



21 



36 



25 



33 



40 



42 



51 



63 



GENERAL 

''Hot truth" market widening in tv syndicated sales 

Famou.s personalities, historic e\t'nts drawing new production 
money of independent producers, station groups, syndicators 

Standard Time Order is proposed at IBFM convention 

Stati()n-agenc>-rep s>stem developed In" accountants and bu\ers 
using single basic form could cut through much red tape 

ADVERTISERS 

Net tv in '64 for Nashville County Show? 

Celebration of the WSN's 38th birthday spurs speculation that 
series of "real country" \'ideo entertainment could emerge 

AGENCIES 

A&S tests new method for the study of mass media 

Lester Frankel, in Hamburg, stresses "latent behavior function" in 
gauging number and types of people attracted to a medium 

K&E's survey reflects willingness to back code 

Study made by the agency of the top .50 t\' markets shows the 
subscribers to the NAB code exceeding national average 

TV MEDIA 

High-ranking stars spark new era of improved tv 

Impressive crop of excellent new productions enhanced by the 
willingness of top-flight players to sign for leading roles 

RADIO MEDIA 

Radio's renewed vigor no fluke, says CBS Radio 

Network points to increased use of the medium by ad\ertisers as 
it unveils "SRO-1964" for showing throughout nation 



I 



60 SYNDICATION 



STATION REPRESENTATIVES 

Gals bat out high averages as baseball watchers 

\\. M. Hoffman, of T\.\li. (juoting a Trentlex sur\e\. sa\ s •5.5'' r 
Baltimore women watched one or more of Orioles games 

DEPARTMENTS 



k 



Cialendar 


16 


Sponsor-Scope 


13 


Commercial Critifjue 


17 


Sponsor-Week 


3 


.5.5.5 Fifth 


10 


Timebu\er's Corner 


55 


Pu])lis]ier's Report 


9 


Washington W(>ek 


65 



..■•'■•.. SPONSOR" Comliined with TV, U.S. Radio, U.S. FM . 1 > ^^ SPONSOR PuDiica 
a^'. Inc EXECUTIVE, EDITORIAL, CIRCULATION, ADVERTISING OFFICES: 555 
■•.tT--' Ave, New York 100)7. Z\2 MUrrcy Hill 7-SOSO. 

MIDWEST OFFICE: 612 N. Michigon Ave., Chicogo 60611. MO 4-1166. 

SOUTHERN OFFICE: Box 3042, Birminghom, Alo 35212. 205-FA 2-6528. 

WESTERN OFFICE: 601 Colifornia Street, Son Francisco 94108. YU 1-8913. 

PRINTING OFFICE: 229 West 28th St., New York 10001, N. Y. 

SUBSCRIPTIONS: U.S. $8 o year. Conodo $9 o year. Other countries $11 a yeor. S 

copies 40c. Printed in USA Published weekly. Second class postage paid at N.Y.C. 



tions 
Fifth 



ngle 



SPONSOR 28 ocTOBKR H»(i3 f IH;]i 




.cquisitives* are big earners in Cleveland 

j_levelanders rank second (26.4%) earning incomes over $10,000 annually 

|mong the nation's top twenty metro-county areas — just behind Washington. 

.C. That's why Clevelanders have money to spend on luxuries of life. 

•Ac-quis'-i-tive— ^iven to desire, to bu\- and own. ACQUISITIVES WATCH 



KUCEUS 


raiuiariu 


ciinuii 


aiui 


HUM 


KIIWT 
VJBK 


STORER 

UKIIAlHli'tllM. 

covuxr 


in TNI 


■iiiuia 


CUTCIMI 


ATUini 
W.ICA Tl- 


THOI 


KTMIT 


'ONSOR 


-'S (X lo 


BtR IW 


3 









WJW*TV 



i 




DAN OHERLIHY 



DAVID JANSSEN 



^^ - A 

JACK PALANCE 



INGER STEVENS 






. . . but that's not all 



Sure, the new ABC View leads the parade this fall 

on KTVI, TV 2, but we've made big news ourselves 

in St. Louis. Our new afternoon programming, 

featuring Adventures in Paradise, Rifleman and 

Zane Grey Theatre, lets you sell to everyone old 

enough to buy from 4 P.M. 'til 6 P.M. Later on, we 

hold that big ABC evening audience with 

Annette Chambers, our glamorous new weather girl, 

and Steve Allen. Thursday nights are spiced with 




LAWRENCE WELK 



GENE BARRY 




THE FLINTSTONES 



DONNA REED 



Battle Line. Saturday nights sparkle with our new 
Spectacular Movie (the first two shows are 
Hercules and Goliath Against the Giants), and Sunday 
night viewers spend thrilling moments with 
Chiller Theatre. Obviously, the combination for 
action in St. Louis 



is ABC and 




St. Louisi 



8 



SPONSOR L'S (KMOHiR 1963 



'PUBLISHER'S 
REPORT 



OiM- inaii'i vifw of 
sikCniliraiit liiippriiiiitcs in 
hniudcutt udM-rti^iiiK 



f 



Steve Dietz takes a stand 

It \n as ABOl 1 Ifii years iigt) llial Jo«> \V ani, a SrallU' Imsincss <Mipiii«>ci 
' who was ill the rast irnpltMiKMitiiig Hopaii Jones' iiig«Miiuii-> AHMI 
plan lt)r incasmitig radio «>l1(Mti\<Mit'». ■«at in my home in Mainaiu- 
iiet'k and asked. 

'"Do von know \()iii neiphluM Ste\e Diel/y He - one ail mkiii tli.il 
I guarantee will make liisloi\."" 

I tu'ver told Ste\e that, altlioiigli I tiid get to know liiiii «iiiile well. 
At the time he was with Bates. Later he moNed to Ogilw and then to 
K»'nvon \ Kikhardt. His prime recreation, I discovered, was return- 
ing periodically to his alma mater, Dartmouth, and spending u|)ward-. 
of a week chitming with his old prols. 

I la^t week Steve Dietz made histoi\. Keiuon \ F.( klianlt. wIk-h' 
he ix now <*xecuti\e \ ice president in charge ot marketing ser\ ice~. an- 
nounced that it [)rt)p()ses (with the con<urrence ol its clients) to phn e 
national spot only on those tv and radio stations that suhserihe to the 
NAB Codes or tlieir e(pii\alent>. It's Steve's plan and he's the man 
on the spot. 

The broadcasting industry will applaud the move. For in one lH)ld 
-troke his agency puts new teeth into the NAB Codes, helps stations 
it'gulate themselves, and reduce- the tlii'eat ol go\ernineiit interier- 
ence. 

If otiier agencies join in, this could well turn out to he a cla>>ic 
example of how the free enterprise system works to the henelit of all 
concerned. 

I a-ked Ste\e how it came ahoul. He explained that when he attended 

the lA Convention in April he heard a British ad\ertiser descrihe 

what had been done in Kngland on behalf of self-regulation. "So 

laturally." said Steve. "I began wondering what could be dniie in 

le I .S. under our ground-rules." 

The answer was simple. I se the NAB Codes as the base. Make it 
necessary for e\ery station to conform to the Code or to a speeihc 
»tandard of practice as acceptable as the Code. This would benefit 

and radio clients bv insuring good standards of performance an«l 
lore prestige tor the media. It would also be a practical wav for 
agencies to help make self-regulation operate. 

The actual work started 16 May with a meeting of the K\K Media 
olicy Committee of which Steve is <-hairman. Fellows like Joe Braun. 
fim Beale, Paul Roth, Jack Caplan. Dick Trea, and W alt Staab, who 

id the media setup at K&E. participated. The sessions contimie«l 
ind projects began working. For example, representatives were 

leried regarding their stations* aiiherence to the Coiles. Stations 

id groups that didn't subscribe were asked why. In some cases 
RKO General was an example) tlieir own codes were approveti. 

A study was made of tv stations in the top 50 markets and radio 

Please turn to VCl'NCY SKCTION. /)</i:r 4n 



WPTR 

ALBANY-TROY 

SCHENECTADY 

N. Y. 



> 


o 



wcco 

MINNEAPOLIS- 

ST PAUL 

MINN 




DIFFERENT? 



If wcco 



ACCEPTANCE 

l-nioyv rhi conh.j.nt. .jt >tv Ou'ltrncc ofid odvcr- 

titcrt ot dort WPTR Ihrn both hove potMd tH« 
true tctt o> o<c(ptancr, and there ■« no diltcreno 

WPTR't occcptoncc it mcoiurcd in lotgc port by 
the degree to which loeol odTcrtiiert molic uM of 

fh. ttotion an(i i1\ p. f\onnil 

PERSONNEL-SELL 

H^f, arr tome tiompUt of what locol odtcrtit- 
w. think of WPTR't oir lolctmen 

Ken Porker hot on eiciulive one-yeor conlroct 

to do all Radio and Ttlcvition commeroalt tot 

Blue Crott-Bluc Shield. 

Jim Romtburg— doct the tntitt Rodio/TV ceoi- 

mcrtiol |ob for Stewortt Ice Cream 

Jim Romtburg and Pot Polfer\oi» — I09«ttt«r lfc«T 

do lOCV of Sarotogo Vich» Wolcr commerciolt 

— Roiio and Television 

Pot Poflerton — pertonolity on oil of the Oliiir 

Oil Co Rodio/TV commercials 

Bob Bodgcr— does all the Rodio commerciolt Ht 
J M F'cldt — o huge ditcount deportment iter*. 

Ken Parker ond Art Simmert together ho»« 
turned out oil Top Value Stomp Radio commer- 
ciolt Thete were uied to rcplocc the tTt »»«f 
out by the national agency 
Frank Vitk — WPTR't Soles Promotion Director, 
handles Broadcast Copywriting lor Sleworts Ic* 
Cream, Mile's Submarine Sondwich Slsept, 
Midos Muffler, Olmr Oil Co omong ether lecol 
accounts 



RATINGS 



— Listener AccrploiK*? 



Look ol thc\.- all doy ovcroges 

WPTR STATION X STATION Y STATION Z 

2(,\ l»«b 1S% 14\ 

SOURCE The PulM liK . J«lv-AM«<ttl. IHl * 



YES: WPTR 

Albany-Troy-Schenectady 
VP & GEN MGR: Perry S. Samuelt 



V^ 



robert e.eastman. * co.,imw 

roproionling majar radio ifat^ani 



SPONSOR/28 OCTOBER 1963 



President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 

Secretary-Treasurer 
Elaine Couper Glenn 

EDITORIAL 

Editor 
Robert M. Grebe 

Executive Editor 
Charles Sinclair 

Senior Editor 
H. William Falk 

Art Editor 
John Brand 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 
Nik! Kalish 
Jacqueline Eagle 
Diane Halbert 

Copy Editor 
Tom Fitzsimmons 

Assistant Editor 
Susan Shapiro 

Washington News Bureau 
Mildred Hall 

ContriliutinK- Editors 
Dr. John R. Thayer 
James A. Weber (Chicago) 

ADVERTISING 

Southern Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Mideast Manager 
John C. Smith 

Northeast Manager 
Gardner A. Phinney 

Production Manager 
Mary Lou Ponsell 

Sales Secretary 
Mrs. Lydia D. Cockerille 



CIRCULATION 



Manager 
Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Gloria Streppone 
Mrs. Lillian Berkof 



ADMINISTRATIVE 



Assistant to the Publisher 
Charles L. Nash 

Accounting 
Mrs. Syd Guttman 
Mrs. Rose Alexander 

Cieneral Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Joy Ann Kittas 



'555 FIFTH 



Letters to the Editor 



RADIOS .MAGIC ABILITY 

Thanks for a fine piece on Stan 
Freberg, 21 October. His creative 
contributions to the quaHty and ef- 
fectiveness of radio commercials 
have been outstanding. 

We need to encourage a far bet- 
ter understanding among agencies 
and clients of: 

1. iSlew techniques in radio pro- 
duction which are restoring, the 
"ma0c" of radio's ability to sell. 

2. Hoiv independent creative 
shops can raise the effectiveness of 
radio campaif^ns. 

These organizations are increas- 
ing in number and ability in all 
parts of the country. They are one 
of the reasons I'm certain we'll see 
more and more use of radio by na- 
tional advertisers. 

SPONSOR deserves plaudits for its 
part in the move. 

Maurie Webster 

vice president, gen. mgr. 

CBS Radio Spot Sales 

New York 

SELECT CODE STATIONS 

Fred Papert, board chairman of 
Papert, Koenig, Lois, says that "it 
would be a fine idea" for the FCC 
to step in if broadcasters cannot 
control commercial time allowances 
themselves. Mr. Papert is quoted in 
spo.vsoR, page 3, 14 October issue. 

This broadcaster is getting a little 
wear\' of the casual and careless 
comments about broadcasting made 
by some advertising-connected per- 
sonalities who apparently have 
done little to inform themsehes 
about tlie potential conseciuences 
of our problems. 

If government is to control the 
number and frecjuencv of commer- 
cials, tlie ultimate effect upon ad- 
vertising (and upon the fundamen- 
tal freedoms of the people) is as 
obvious as the (effect upon the 
broadcasters themseKcs. 

C(>rtainl\' Mr. Pajiert iimst lia\e 
given some thought to this peril. 

Agencies and achcrtisers can 



ser\e best the cause of more accep 

table commercial balance by select 

ing those stations which abide b\ 

the NAB Codes, whether or no 

they are subscribers. 

Positive action of this sort by ad 

vertisers and agencies will be mort 

effecti\'e and more becoming. Cer 

tainly it is in the best tradition oj 

the self regulatory process which ij 

much more to be desired than gov 

ernment fiat. _ , ^ , 

John Coyle 

president^ 

KVIL Radio, Dallas 

SESAC LICENSES OTHER RIGHTS 

Your feature entitled "\\'ashing- 
ton Week " which appeared in the 
21 October issue of sponsor, re- 
ported that SESAC along with otheri 
". . . similar groups license(s) only 
the public performance rights es- 
tablished in the (Copyright Law) 
for cop\ right owners." 

1 would like to take this oppor- 
tunity to point out that SES.\C rep- 
resents not only the public perform- 
ance rights of the music of its affili- 
ates but in most cases also licenses 
their phonograph recording andi 
film s\ nchronization rights as \\ ell. 
John Koshcl, Jr. 
asst. to the president 
SESAC Inc. 
New York 

FOLK OR FAUST" APPRECIATED 

The basic problem in selling 
good music radio, fm and am, to 
ag(MK\ media people and their 
clients has been to give them a 
clear image of the Good Music sta- 
tion and the character of the audi- 
ence. Your article of 21 October, 
"Folk or Faust, its all a new .sales 
aria," has defined this \ery clearly 
and i hope will be read thoroughly 



10 



b\ 


adxertisers i 


nd 


the agencies 


ser\ing 


tliem. 


C 


'. Otis Rawalt 










\ ice president 






Cood Music 


Broadcasters 










N(>\\ York 






SPONSOR^ 


L\S 


(KMOBIR l'l')3 







VOLUME 8- 
FILMS OF THE SOV 
NOW FOR TV 



ti 



x> 




SUSAN HAYWARD 

STEPHEN BOYD 

BARBARA NICHOLS 

FORTY-TWO OF THE FINEST 

FEATURE MOTION PICTURES 

FROM SEVEN ARTS 




SEVEN ARTS 

ASSOCIATED 

CORP. 



NCW YORK 200 P>r« A.«nu« 

CHICAGO 46X> Citm. LncotiMaod. * 
OAUAS S641 CfurlMlon Or«M 



rUkon 6^1717 

ORclwrt « SIOS 

AOw«»»2a9S 



LOSANCtLES 3S62RoyalWtodiDrtM.SlwnnwtOita.CiM 

STiit »«37« 
TOAONTO.OMTAma II Aditi.4iStWM CMpir* 4-7193 
10MX)N Wl CNCLANO: 24 BtrMn Sq. Hydi PM 0»71 

CMntMKwl ouls«lt a< ttw IMIid SMm and Cwli 

CaUK SCV(M.CN londBM 

Fo» 111 c« TV Uit«n« uiin» i «w«4 S*»«" */1l f *"» 0* !»<• 
SO > tm T><tfd CcMvr SAOS (Stet TV Ralaa and Ott^ 
Inttindiiii laatm pnca* upon figMaat 



Thanks to you 'Mel,' and the entire MACFADDEN-BARTELL organ 
ization. This is my way of answering your very kind and thoughtful 
letter. It's nice to be appreciated ! 



"Congratulations" 

on your excellent 

new publication, 

COUNTRY MUSIC STARS! 

Our Network of 

Stations Salutes you! 

(From the far Northwest) 

i 



5,000 watts at 1380 

non-directional 

SPOKANE, WASHINGTON'S 

only exclusive 

COUNTRY-WESTERN 

& FOLK MUSIC 

Radio Coverage 



1 



5: 

51 



r 



BARTELL BROADCASTING CORPORATION. 



-< 



444 MADISON AVENUE 

NEW YORK 22 N V • MU"ty Hilt 812«0 



Executive Offices 



October 21, 196 3 

Bartell Family Radio 16th Year 



I want to express our appreciation, Chuck . . . 

for your interest and cooperation in bringing 
about the publishing of "Country Music", the first national 
publication of its kind devoted to country music stars . I 
hope you and the entire Country Music Industry and fans 
are pleased with our magazine. 

Your tremendous devotion and knowledge of the Country and 
Western music field is a matter of record. I don't know of 
anyone who has done more to promote this very important 
segment of our national music scene than you. 

I will be looking forward to your reaction and those of your 
colleagues to our new magazine. 

My very best to you. 



Cordially, 



/Icf 

MelvinTvI . Bartell 

Vice President-Secretary 

MACFADDEN-BARTELL CORP. 



Mr. Charles Bernard 
Charles Bernard Co., Inc. 
730 Fifth Avenue 
New York 19, New York 



DAVENPORT, IOWA 

The Quint Cities only 

exclusive 

COUNTRY-WESTERN-FOLK 

Music Station 







This is National 


— 1 
o 




"COUNTRY MUSIC WEEK 


?■ 


EDINBURG, TEXAS 


(Oct. 27tti-Nov. 2nd) 


CD 


"COUNTRY-WESTERN & 


Join us at the 


o > 

c 


FOLK MUSIC" for 


'CMA' Convention 


3" 


the Lower Rio Grande 




ft) 


Valley of Texas 


in Nashville! 




710 on the Dial 


You'll love 
WSM's "Grand Ole Opry' 



''COUNTRY MUSIC NETWORK" 

(Over 50 Major Markets from Coasf-fo-Coasi) 

CHARLES BERNARD COMPANY, INC. — RADIO & TV REPRESENTATIVES 

730 Fifth Avenue, New York 19 • (area 212) Circle 6-7242 

New York o Chiccgo • Detroit • Atlanta • Dallas • Los Angeles • San Francisco 



J 



'SPONSOR-SCOPE 



28 CK.TOBhH I9(i.J 



IntciprHation and ooonietitarr 

on moit tiKnifu-ant tv /radio 
and markctiiiK newt o( tl>« wtmk 



Watch for these trends in the first October Nielsen coming out this week. 

Katiici lliaii |ii(i\i(iiii^ (IctiMiliM- |ii(tiiii- ot how the iirlssorks !ttuii(J, aiiij will 
tuiitimu' to rank loi rest of llie yeai , closeness of nighttime network Iv average ralingH 
I'ouhl mean protraclt-d halth- for leader.shij). 

While one network oliserver belie\e» liie "season's over" with tlie hi-^l OdoU-i 
national (and there are precedents to hack up the opinion ), others believe a lhre«'-day 
dead heat is possible by November. 

Study of 3()-mark«'l .Nielsen Iv rating> available to date indicates the big pro- 
gram gaml)lc by ABC lA 's Tom Moore may ha\c paid off, and the network has 
weathered its crisis. Though CBS will most likely remain on top in average ratings, 
how far ABC has moved up in the nationals, and NBC's position, will U* worth ob- 
serving. But most important, if the rankings are close, will be what dir«*ction ea<li 
network is taking. 



Another major ad agency is gearing for the computer age— Foote. Cone & Belding 

H]*^H c.\pecl> lo liavc cicttroiiic |)reparation ol i)i<)adcast and pi iiit a(i\i-rtisiiig 
estimates "early in 1965." 

On order by FC&B is a General Electric 225 computer, which will Ik* installed 
in FX&B's new quarters in Manhattan's Ecpiilable Life Assurance Building. Mean- 
while, the agency plan> to lease time on a similar computer at (iK's Information 
Processing Center in Chicago. 



Newspaper reps are prodding papers to develop demographic data to compete with radio-tv. 

.Nearly 1.000 kits, carrviiig profxisais trom Kc>earch Comnutlcc on Standard- 
ized Newspaper Auilience Kescarch. have been distributed by American .Association 
of Newspaper Representatives. Included in association are leading newspaper reps. 
Material suggests ways newspapers can get standard reader data for distribution to 
a(l\ertisei> and agencies. Included is suggested <piestiormairc and methods for 
making studies. 

.\im is to get all papers to prepare standard material. Working with newspajn-r 
Bureau of Advertising. .\ANH has also prepared film strip, "Chance of Vahu-." for 
showing to advertisers and agcn(ic<. Shows changes taking pla«-e in t\ . 

\\ liile first piece outlined in detail proposed research, second l»ooklet coming 
tlii^ week will simplify proposals for newspapers. 



There'll be an interesting battle of the "Hootenanny" magazines this fall. 

There arc luo ol tlicin. The liisl is i.illcil, siinpK. ■'liooUiiaiiny" and is l>eing 
published by Fred B. Tarter, with the first issue (dealing with folk music person- 
alities, events, song lyrics, etc. ) due on the stands shortly. It is not tied speeificallv to 
the tv series, Hootenanny. 

The second magazine is called "ABC-TN Hootenanny." and it's InMiig published 
under license by S.M.P. Publishing, New York. It will also contain articles almul 
folk music artists, much of it related to the tv series. It may, or may not, l>e a one-shot 
publication, depending upon public acrcptance. It's scheduled to \h- on the stands 29 
October. 

Needless to sav, tv advertisers on Hootenanny have lieen approached by lH)lh 
publications in pursuit of print advertising dollars. 

IS 



'SPONSOR-SCOPE 



28 OCTOBER 1963 



Four star is planning to get into tlie business of producing directly for syndication. 

So far, properties handled by Four Star Distribution Corp. are former network 
series. Now, FSDC is talking of piloting a new film series for syndication as soon 
as current talks with a major regional advertiser (who wants tlie show for a 60-market 
spread) reach the contract stage. 

Thei 
duced-for- 

mentaries (see story, page 21), feature films and group-station sliows filling the 
gap. 



Published local-station rates can be great problem and irritation to broadcast advertisers. 

One advertiser calls attention to radio station which recently increased its 
rates by several hundred per cent. Checking reasons why, it was found newly pub- 
lished figures were for use only in bartering time with jingle companies, etc. As a 
matter of fact, actual rates hadn't been changed at all. 



Westerns are on an upbeat again— so reports TvQ this month. Here's the story: 

No less than seven oaters — all but one of the eight seen in network prime time 
this season — are in the "top 20" list of those shows considered a favorite by TvQ 
respondents. Bonanza, for instance, is in top place, edging Beverly Hillbillies. 
Wagon Train and Rawhide are back on the list, and even the Gunsmoke reruns, 
Marsiml Dillon, have made the grade. 



Tv doesn't destroy a taste for learning via reading, says a noted psychologist. 

Dr. Bruno Beltelheim, Chicago University professor of Educational Psychology, 
makes the statement in an article in the November issue of "Hedbook," which reports 
on a group discussion he held with several parents worried about developing 
educational proclivities in their children. 

"Highly literate people fear illogically that tv will narrow the non-reader's 
cultural tradition," he states. "Some of the worries we have about ourselves as 
parents have been projected on [this] new entertainment." 



By next month, CBS TV will have received a major delivery of Marconi cameras. 

They're the large-{)icture-size, 4'/)-incli image orthicons developed by Marconi's 
Wireless Telegraph Company of England, which proudly refers to the recently 
received CBS order as "the largest single order (for such cameras) ever to be 
placed in the world." 

Deliveries of the Mark IV cameras — 44 in imniber — started in July. Of the 
total number, 29 are being delivered to CBS for use in New York, nine are for 
CBS Television City in Hollywood, and six are for the new CBS News facility in 
Washington. 

The cameras produce a superior image for programs, commercials, tapes, etc. 
than that of older 3-inch cameras. 






reach tlie contract stage. \ 

Jie has been, as any regional advertiser knows, a severe shortage of pro- ■ 
r-syndication film shows in recent seasons, with off-network series, docu- ■ 

i 



14 



I 



IN MIAML IT'S... 



HIGH 
SALES 



ON THE 

It's smooth selling in the great South 
Florida market with the new high- 
potency programming that makes 
WCKT the "High-See" of this multi- 
million audience. 



tL 



e. 






c^fAtR^ 

SUMWft^lO'r^ ig community 
POSITIVE %3ct,v>\ies -■ 

amateur class>ca» 
....^,ca> talent 












oM^vo°^-•,r; 






'^^\'. 






in^L 



HIGH-POTENCY PROGRAMMING 

REACHES 
2 MILLION RESIDENTS 

OF SOUTH FLORIDA 

PLUS A "CAPSULE" 
NATIONAL MARKET 

OF 5 MILLION 
ANNUAL VISITORS 



SUNBEAM TELEVISION CORPORATION 



>^-^ 



" '^QuTC^ f 01 d* 



I 



SPONSOR _'> oi loBbK I'"' 



^CALENDAR 



The when and where 
of coming events 
28 October 1963 



FLORIDA'S 



rd MARKET 



tuned in 



msHw 



FLORIDA'S 
CHANNEL 



REPRESENTED BY THE KATZ AGENCY, INC. 



^M ORLANDO • DAYTONA • CANAVERAL 

16 



OCTOBER 

\VSM salute to Grand 'Ole Opry, 

(27-2 Nov.) 

The National Academy of Televi- 
.sion Art.s and Sciences, forum on 
"The Negro in TeloNision," Amer- 
icana Hotel, New York (28) 

Institute of Broadcasting Financial 
Management, 3rd annual general 
meeting, New York Hilton, New 
York (28-30) 

International Radio & Television 
Society, series of eight timebiiy- 
ing and selling seminars begins, 
CBS Radio studio. New York (29) 

International Radio & Television 
Society, newsmaker luncheon, 
Waldorf Astoria, New York (30) 

National Retail Merchants Assn., 
seminar, Commodore Hotel, New 
York (31-1 November) 

NOVEMBER 

Oregon Assn. of Broadcasters, con- 
vention, Hilton Hotel, Portland 
(1-2) 

National Business Publications, pro- 
duction seminar, Essex House, 
New York (4) 

Central Canadian Broadcasters 
Assn., management and engineer- 
ing convention, Royal York Ho- 
tel, Toronto (4-5) 

Maine Assn. of Broadcasters, an- 
nual meeting, Eastland Hotel, 
Portland (6) " 

American Assn. of Advertising 
Agencies, eastern annual meet- 
ing, Waldorf-Astoria (6-7) 

Illinois Broadcasters Assn., fall con- 
vention, Chicago (7-8) 

International Radio & Television 
Society, 1st annual college majors 
conference. Hotel Roosevelt, 
New York (7-8) 

Washington State Assn. of Broad- 
casters, fall meeting, Ridpath Ho- 
tel, Spokane (7-9) 

Assn. of National Advertisers, an- 
nual meeting. The Homestead, 
Hot Springs, Va. (10-13) 

Croup W, 5th conference on local 



public service programing, Insti- 
tute of Music, Cleveland (11) 

Electronic Industries Assn., 1963 
radio fall meeting. Manger Ho- 
tel, Rochester, N. Y. (11-13) 

National Association of Broadcast- 
ers, fall conferences, Dinkier- 
Andrew Jackson, Nashville (14- 
15); Hotel Te.xas, Fort Worth (18- 
19), Cosmopolitan, Denver (21- 
22); Fairmount, San Francisco 
(25-26) 

.Advertising Women of New York 
Foundation, annual advertising 
career conference, Commodore 
Hotel, New York (16) 

National Assn. of Educational 
Broadcasters, national conxen- 
tion. Hotel Schroeder, Milwau- 
kee (17-20) 

The Television Bureau of Advertis- 
ing, annual membership meeting, 
Sheraton-Blackstone Hotel, Chi- 
cago (19-21); 3rd annual sales 
managers meeting (20) 

Broadcasters Promotion Assn., an- 
nual convention. Jack Tar Hotel, 
San Francisco (17-20) 

New York University's Division of 
General Education, editorial 
workshop, Hotel Lancaster, New 
York (18-20) 

.\merican Assn. of Advertising 
Agencies, annual convention, 
Statler Hilton. Cleveland (20) 

International Radio & Television 
Society, new s maker luncheon 
with W. Axerell Harriman, Hotel 
Roosevelt, New York (20) 

National Academy of Television 
Arts and Sciences, dinner, Hilton 
Hotel, New York (22) 

NA'isconsin Associated Press Broad- 
casters. Milwaukee. Wi.sc. (22-2.3) 

Broadcasting and .Advertising Divi- 
sion of tlie .American Jew ish (Com- 
mittee, dinner w ith Brow n 6c W il- 
lianison Tobacco Corp. president 
\\'illiani S. ("utchins as guest. 
New York Hilton. N. Y. (2.5) 

International Radio & Television 
Society, special projects lunch- 
eon. Waldorf-.Kstoria. (27); 

SPONSOR L'8 (K loiUR VMVS 



mA 



IaJUcU 16. ilte MeaUiAe o^ a S^ioadcadiUt^ Siaiian ? 




One iiiraxnrr i«« ••rrN icr lo \onlli. 

• Senice to young people . . . like Richard Weingart . . . shown here with the coveted Frank Atw(K)d 
Trophy . . . awarded him at the Eastern States Exposition. 

• The trophy was named hy New England 4-H leaders ... to honor WTIC'S Farm Program 
Director . . . also seen in the photograph. 

• Richard won the trophy for his prize heifer*. . . grand-daughter of a calf he purcha.se<l . . . with 
an interest-free WTIC Farm Youth Program loan. 

• Since 1948 . . . WTIC has made S33 such interest -fret^ loans . . . totaling $i:W.9S0.18 ... to 650 
young people ... in Connecticut and western Mass<ichu.setts . . . resulting in many fine herds . . . 
which otherwise would not exist today. Incidentally, our losses dealing with this fine group of 
young Americans, have heen almost non-existent. 

We believe this to lie another measure of a broadcasting station . . . undreamed of in a rating 
service's philosophy. 

WTIC JaM/FM 

Brcmdcast Houso. 3 Constitution Plaza. Hartford. Connw-titnit 0611.') 

WTIC AM-FM is repre.sented hy the Henry T. Christal Company. 

'Greenridjse King's Anita 
SPONSOR _'S OCTOBIR 1%3 *7 



COMMERCIAL 
CRITIQUE 



Trends, teciiniques new 
styles in radio/tv 
commercials are evaluated 
by industry leaders 



^A do-it-yourself flop' 



HAROLD KAUFMAN 

vice president and director 

of tv-radio production 

Needham, Louis and Brorby, Chicago 

ALONG TIME ago I WES taught that 
one should write only about 
things he knows. Through the years 
this severe restriction has served to 
limit my literary output consider- 
ably. Except for an occasional and 
brief letter to a friend (containing 
the usual vague generalities), my 
writing efforts have been primarily 
directed toward 60, 30, 20, 10 and 
once in a while 45-second commer- 
cials — mostly for tv and sometimes 
for radio. 

With this in mind you can see 
how an invitation to write some- 
thing for this column came as a 
distinct shock to me — especially 
since the piece had to be more than 
60 seconds worth. Also, with the 
self-imposed restriction described 
above, my choice of subjects is very 
small. I have decided to write about 
"creativity" but since I'm not realK 
sure why and how creativit> hap- 
pens I will write about how not to 
do good creative work. 

In other words, how good com- 
mercials do not happen. 

1. The first requisite for a bad 
commercial is to develop an unin- 
spired concept. This can be accom- 
plished in several ways: 

• By a single member of an 
agency's creative department , he he 
writer, art director or producer. 

• By a single member of another 
department, preferably someone 
from the account executive group. 

• By committee. 

2. The second step that must be 
taken to insure a bad commercial is 
to hammer the dull concept through 
the art director stage and get a 
stor)b()ard with visuals that are 
every bit as dull as the idea and the 
words. It is also very important to 
keep the whole idea a deep secret 
as far as the agency broadcast pro- 
ducer is concerned. 



3. Really sell the idea to every- 
one. This isn't too difficult because 
it is possible, given enough convic- 
tion, to convince most people that 
the storyboard does not . . . indeed 
can never . . . properly convey the 
nuances, the subtle values which 
will surely, suddenly and magicalh' 
appear after production. 

4. Go out and do the production 
yourself! Who needs the agency 
producer anyway? For one thing 
he doesn't know what the project 
is all about because, after all, you 
were very careful to avoid getting 
him involved anj'where along the 
line. He certainly would tr\' to alter 
and adulterate the purity of your 
idea and he is bound to steal credit 
for some part of the end result if 
you let him. 

Be sure to treat art directors in 
exactl)' the same way. .\nd by all 
means never let the production 
company have any freedom — this 
can be very dangerous. The>- could 
think of something at the \ery last 
minute that could make things bet- 




llAHOI.n KAl'FMAN. vice presi- 
dent and director of television- 
radio production of Needham, 
Louis and Brorb>', previously ser\ed 
the agency as a creative group 
head. He joined NIA'B in October 
1959, as a television-radio commer- 
cial writer, and was elected a \ice 
president in February 19fi2. 



ter and tints ruin ever}'thing. Of 
course if music is required, write it 
yourself and be sure to keep the 
orchestrator firom using his ingenu- 
it\-. The same goes for on and ofF 
camera talent. 

5. \\'hen the interlock is rt- 
cei\ed. be sure to explain that the 
subtle production values are still 
absent because there are no opticals 
and the reason the sound and pic- 
ture don't match is because the film 
editor got momentarily confused. In 
the case of animation pencil tests, 
it is impossible to really judge how 
good the final characters and move- 
ment will realh' be. If there are an\- 
doubters at this stage, pa\- absolute- 
ly no attention to them because 
they wouldn't know a good thing if 
the\ saw it anyway. 

6. When the answer print finally 
comes in. any difficulties in under- 
standing words or any bad \isuals 
can easily be explained on the basis 
that an answer print is not supposed 
to be perfect, that the sound bal- 
ances are expected to be oflF and 
that the contrast levels are not con- 
trolled, which should explain to 
everyones satisfaction why scenes 
jump and don't match. Besides, to 
make an\ changes at this stage 
would cost m-o-n-e-y and surely 
you will not be responsible for that. 

7. When the quantity prints 
come in, steal one . . . you'll be 
needing it for your sample reel 
very soon. 

Of course, it is possible to turn d 
good basic concept into a bad com- 
mercial merely by picking up at 
Step No. 2 and taking it from there. 
In fact, any one of the steps will 
help to make the commercial bad 

M\ hope is that after reading 
this, making bad commercials wil 
seem so easy that the challenge wil 
be gone and everyone will tun 
a\va\ and start making good coin- 
inercials only. 

At Needham, Louis and lirorb\ . 
m\ faxorite agency, we ha\e \ei- 
tualK eliminated Steps 1 througli 
6. This has not happened through 
legislation but rather as a result 
of a management position which 
recognizes the value and import- 
ance of creative work of the high- 
(\st qualit\- and the freedom neces- 
sar\ to achie\e this goal. 

\Miat about Step No. 7 here at 
Needham? It's optional and people 
(Ion t e\cn have to steal prints — 
tlu'\ just ask — usually. ^ 



18 



SPONSOR 2S <)( roBiR 1963 




PLARS OF THE COMMUNITY 



Dr. jonn i Nurnocrger. cnaijman. Piycnulrf Oeptnm^nt. inai»ns un,i/9ft'ff »tea<»i Cenrer 



*My brother's keeper" 



community's concern for its troubled 

s reflected in the face of this Indian- 

- IS psychiatrist. The skill and dedica- 

of this man and his colleagues shorten 

ong road back to mental health. 

ie struggle of a young schizophrenic 

Id himself is the subject of a WISH-TV 

' c umentary "Tomorrow Is A Journey." 

I" breakdown, treatment, rejection by 



his wife, and re-establlshment as a pro- 
ductive and useful citizen are vividly and 
movingly portrayed in dramatic form. 

Shown at mental health clinics in the 
U. S. and Canada, the program is typical 
of the prime time, public affairs documen- 
taries produced by Corinthian stations. 

Programs like these, strengthen the ties 
between community and station. 



.fcta^i ' , ^k. KMOU TV 

^ j> IT ^ \ ^ <•« nrv 



1 



W7 



^ witMrv 



THE CORINTHIAN STATIONS 




'M PORTRAIT 
OF A MAN'' 

by .Inllitiiiisz ('.i>rnilii una 
piiintrd iihiiul l.'yiO ami 
U)is for a limr nnmfily at- 
Irihiilcil Id Ihins llollicin thr 
) niin^iT. linilislii darilv 
<>/ sillioiirllf anil ilrlail 
dislinpiiish Cnriiflis' iiorks 
fnim lliiisi' iifnihrr niirthiTH 
Hriiaisstimr iiiiislvrs. 



Courtesy of The Detroit Institute oj Arts 



in a class hjj itself 



Masterpiece — exceptional skill, far-reaching values. This is the quahty 
oi W'WJ ia(h()-tc'Ic\ ision scnico— in tMitcMtuiniiKMit, news, sports, information, 
and pnlihc afhiirs protiraniniiiiii. The results are impressive— in audienee loyalty 
and eonimmiitx stature, and in TTTTTTX TTTTTTT mTT 

sales impart lor the a.Kertiser W W J ail(l W W J" 1 V 
on WWJ Radio and Telex ision. THE NEWS STATIONS 



Owned and Operated by The Detroit News • Affiliated with NBC • National Representatives: Peters, Griffin, Woodward, Inc. 
20 SPONSOR L'S ocioinR l*.)()3 



SPONSOR ^ Octohcr HJftl 




Hot trutli market 
stars quick and dead 



Documentary - news - public affairs show material 
enjoys appreciated status in tv syndicated sales 
with many new reels appearing as classics roll on 




ir 



PniMi MiMMiHs and prrsidcnts 
can rt'ally sril, it turns out. Dcicl 
film stars and dictators, old solditTs 
on celluloid, vvvn scholars. arc> un- 
sMspccti'd sponsor allies, too. It 
docsn t matter much whether the 
prestigious talent is li\ing. much 
less "live." when screened in non- 
network tele\ision. 

Whether th«' \ isual sojirce ma- 
terial has been preserved on film 
or tape, in photos or paintiniis. It's 
"document. iry.' and this seems to 
he the documentary s day in syndi- 
cation. Ck'orge \Va.shin.i»t<>n. Mo- 
handas Ghandi. scientists, .ind 
simple foot soldiers are supportinii 
messaues providing an adxertisim; 
launching pad for gasoline, hanks, 
cereal, insurance, hairspray, under- 
wear, and all of life's homely essen- 
tials, in addition to broader mes- 
sages of corporate and community 
^(xkI will. 

The doeumentar\- can be a dog 
<)r a dollar value. dep<Miding on 



a lot ol ■jfs." but documentaries, 
news and public affairs shows are 
earning their way t«Klay in spot 
t\. Men who are making money in 
the truth n).>rk«-t toda> value it 
conservatiNely at four or five times 
the gross syndication revenue it 
vjener.ited only five years ago. 

The steady reliability of this c«»r- 
n<'r of syndication is |>ointed up 
by longevity of the old non-ficti<in 
shows and a numlM-r of new ones 
in the works. New ppMluclion 
mone\ is In-inu c-onunittetl b\ in- 
cle|H'nclent producers, stations, sta- 
tion groups, and the syii ' ' "- 
them.s«-lves. who are plunu 
showni.ikini; as well as sales. Suc- 
cvss d<H'sn"t always ctum' quickly 
for "acttialities." but activity shows 
lM>th pulilic and advertiser appetite 
for this fare. 

Old fiM)tage .seems to Ix* follow- 
ing tite law of energ). that noth- 
int; is e\er lost. .\s lonvi as ih'ws- 
re*-! st<K-k Ltsts in tlie can. someone 



II 





(A) The American Civil War 

will be around sooiu'r or later to 
cut it into programing. Once cut, 
it wins awards and plays on and 
on. 

As the syndication market ma- 
tures and some of the old factual 
shows go into their second decade 
on the air, the area of documen- 
tary-news-public affairs begins to 
enjoy an enhanced commercial 
status alongside syndication's old 
moneymakers in popular entertain- 
ment forms. With documentaries 
showing they can earn ratings and 
sponsors in respectable time slots, 
one-shot special hours are accumu- 
lating into stacks. 

Just as documentaries are oub 
one facet of an appreciating non- 
fiction market, domestic syndica- 
tion is only one of several profit 
opportunities. Foreign broadcast- 
ers are big sales prospects, as well 
as sources of new product. Educa- 
tional tv and school boards are 
sales prospects as well as produc- 
tion partners. 

Scanning onh some of the docu- 
mentary landmarks in the domestic 
picture, it is obvious that syndi- 
cated actuality is meeting more 
than one need in commercial f\ 
today. 

Some sa\ that brisk traffic in 
documentaries is a response to gov- 
ernment pressure for programs of 
substance. Others credit network 
success in "depth news" with build- 
ing actualit\- into fashion. A few 
realists admit that realit\- is work- 
ing in a dr\ syndication market 
where first-nni material is at a 
premium. 

Another economic- factor is niini- 



(B) Victory at Sea 

mal production costs in editing old 
film to go with narration and a 
score, or rounding up a camera and 
a handful of technicians for 
location work. Minimum-personnel, 
three-man documentary assign- 
ments are on tlie increase, produc- 
ers say. 

Wolper makes tv waves 

Besides networks, some inde- 
pendent operators are showing how 
to do a document with showman- 
ship. One producer, David L. Wol- 
per, single-handedly gave impetus 
to the whole genre in the spring 
of 1961 when his Race for Space 
for Shulton supplanted network t\- 
programing in spot across the 
country. Following with a string 
of biographical, entertainment and 
sport - slanted documentaries for 
both network and spot, his record 
has bc^come prodigious to the point 
that at least three syndicators are 
selling \\^oIp(>r wares. He's also on 
NBC TV with HoUyicood and the 
Stars. 

First of si\ specials b\ \\ Olper 
and syndicated through United 
Artists Tele\ision starts on or dur- 
ing the week of 11 Xo\cmber in 
at least 72 markets. The first-run 
specials, nearly unicjue in syndi- 
cation, have been sold iargeh to 
banks, insurance companies, and 
public utilities. One acKerti.ser. 
Libert\ Mutual Insurance, has 
bought half-sponsorshi]! in 24 mar- 
kets, while another, soapni.iker 
Fels, will Inn the series in five. 

Titles in the six Wolper I'.A. 
documentaries are "The Yanks are 
("oniini;.'" "December 7 — The Da\ 



of Infamy," "The American NN'oman 
in the Twentieth Centur\'," "Ten 
Seconds that Shook the World," 
"The Rise and Fall of American 
Communism," and "Berlin, Kaiser 
to Khrushchev." 

\Miile those working the docu- 
mentary field are mindful of the 
need to keep entertainment \alues 
high to please audience and ad\er- 
tiser, actualities now- look like 
standard non-network t\' fare. De- 
pending on the house, actuality 
can mean from 5% to a third of a 
syndicator's re\enue. 

Stations for their part are not 
only customers but hea\y contribu- 
tors to the mounting stockpile of 
d()cumentar\ product. They are 
finding new sponsor prospects for 
factual programs and feeding pro- 
duction moncn- back into new pro- 
jects In sharing the costs. Stations 
are amortizing costs through regu- 
lar s\-ndication channels and 
through their own clearing house. 
Television Affiliates Corp., created 
by a syndicator to meet this need. 
Through TAC, stations also are 
banding together for joint produc- 
tion. 

Production />/n.s- sales 

Several syndicators are zoominu 
in on documentary production. One 
recent announcement was from Al- 
lied Artists Tele\ ision, oriented to 
moxies and entertainment, which 
has picked histor\- for its first pro- 
duction. The Presidents (sponsor, 
21 October). 

Syndicators notable for the re- 
spectful attention they are gi\ing 
to actuality include Official Films. 
Waller Heade-Sterling, Traus-I.u\ 



')'} 



SPONSOR JS (u loBi R lIKi.i 



.v .. 




Tflt'vision. Dcsilii, N.T.A. I'.A. 
and others, in acklilion to \\K'. 
Films and ("BS Films, which owti 
somt" wnrrahlr proin-rtits scllin;^ 
sintv t\ was yiumi;, and AlU; Fihns, 
which has talk and traNcl. 

One of the hot propcrtii-s in 
current syndication is Official's 
Battle Line, a first-rnn combination 
of 39 filmed half-honrs that has 
made its way into 109 markets since 
it starteil this season. Banks, ntili- 
ties, foods, and other local and 
regional accounts are sponsoring 
Battle lAne thnmghout the country, 
making it a natural successor to 
Official's two-season success. Bio- 
graphy I and //. The lesson, says 
Seymour Reed, president of Official, 
is that the actuality market is good 
but onh' where \ou can produce 
shows of better-than-network cali- 
ber. Sherman Crinberg, the West 
Coast producer who is putting 
together Battle Line from World 
War II film with Jim Bishop nar- 
ration, also worked with WOlper 
on Bio<j.raph\i and put together 
Greatest Headlines of the Century. 
one of several news and sportsreel 
collections on the Official list. 

The great fac-es of Bioiiraphy's 
film-plus-Mike Wallace have filled 
65 half-hours, won a fVabod\- aw ard 
and inspired 52-week .sales to banks, 
utilities, biscuits, iiisur.mce. oil. 
pharmaceuticals, and chemicals, all 
but blanketing the countr>' in more 
than 200 markets. Official is goinc 
ahead with more plans for actuali- 
ties but is reluctant to specify. 

NNalter Read«^-Sterling was in 
early on the actuality trend with 
M.irch of Time and Wolner pro- 




(C) Project: Man in Space 

ductions and now h.is 2() ll^l^.^ i'l 
its S])eeial of the \\ eek. with goal 
of 39. In the Speeials are Wolper's 
■■Race for Space," "Project Man in 
Space, lIolK w«)od and sports docu- 
mentaries, plus productions b\ 
others on Kon-Tiki. I^udolph \'al- 
entino, Alrican game, medicine, 
computers. Little League champ- 
ions, China, the U.S IVisid. lu \ 
etc. 

Satisfarlitry niiuniiiliilioii 

This c<mipany's president. Saul 
Turell, cut film himself and counts 
the hours in Special of the Week 
with some satisfaction, since it 
makes the "fantastic cost" of merch- 
andising worthwhile. Speeial now is 
in 60 to 70 markets running at night 
with spot and local sponsorship. 
( Some of the shows were picked 
up at time of production in initial 
spot and network runs for Shulton, 
Procter & Camble, DuPont, Tide- 
water. Peter Pan bras, and Schaefer 
lieer. \\ R-S" long-play Crusaile in 
the Paeifie. March of Time's half- 
hour war series, has just Ixhmi re- 
tired after wide service with a view 
to new Sides prosjx-cts in educa- 
tional tv. 

.\ continuing inspiratitm to real- 
it) salesmen is the Fncycloix-dia 
Britannica Film Library, distri- 
buted by Trans-Lux Television. 
This growing collection of S(X) half- 
hours, now in more than 50 mar- 
Ivcts. is reput(>d capable of a mil- 
lion-dollar tv year. Stati«)ns that 
buy five-year library cards get the 
service of a special consultant who 
helps them use the encycloix-dic 
historical and topical material. .\c- 



Dead issues come aliv« 
in tv documentary wars 

Vi/ii/i/ct If! ihr hi*iory i ngur tn trnth- 
raliftn: it'.tirnnalnKnnU\< I 4> Crnup H • 
/J./xiri nmuinl of itf (ml U or. uung 
fitrl\ Irits mirk nn ihr m rnr 6» Miillhrii 
Uriiity, hu.% tin Hll-tnurkri nuttii ul f>rr%rnl. 
iH> Hnnniitg liim „ii MSI ttim*' uv 
«>ri«'« M /!' «c'it<in« nil ihr iirlimrk and 
III %\niliriitiiin. ptli* ihnr iilliiim% Mturd 
iif ihr liiihiiril Itiiiliirrt miitir iimiliniril 
/»v Itohrri /fiM%c// Itrnnrll, miinniitnl 
mill \tmi, li\ l« 1 > iiliir. <('.< H nlfirt't 
t/Hiir sfirtiiil. mm in <i UnulrSlrrlinf 
iliulimrnliiry *erir%, m<i\ lirmmr iliilnl 
hilt It ill nrtrr ilir H II irrntl (M'r%itl*. 



tuality ns«s of tin l.li hhr.iry are 
implied in fre<iuent c.dK Tran>-I-n\ 
gets from news and public affairs 
producers for stock footage. 

Other non fiction in Trans-Lux's 
catalog is Westinghouse liroadcast- 
ings 13 half-hours on The ,\meri- 
can Cjvil War, plus science pro- 
grams. inter\iews. shows on ani- 
mals, star hobbies, great p«"pl'' 
places and events. 

T-L's Television .affiliates Curp. 
was established two years ago a.s 
an exchange for statitm prtxhict in 
d(Kumentar\ -public affairs, a logi- 
cal development for a parent com- 
pany already deep in re.ility pri>- 
graming. Film and tajx* titles in 
the T.\C libriiry of informational 
and cultural shows are climbing 
alH)ve the first huntlred. c-o\ering 
history, international affairs, 
science, art, soci<»-economic prolv 
lems, child care and tra\el, mostly 
half-hours but s«)me "shorter nucle- 
us programs for local am;mentalion 
such as 25 Yoiir Child and You 10- 
niinuf- Tits by \\ EWS Cleve- 

land .1 (U'scll Institute. The 

idea of station ctxijx'raticm through 
TAC was singled out in an award 
by the Inteniational Film and Tele- 
vision Festival this \ear as an out- 
standing new ctincept. 

The timeless |X)tentialilies of doc- 
umentation c.r 
properties of < " 
There. 71 historiad halt-houni b> 
CBS News, wl ' ...... 

work into s\ii 
tixlay is in some ~ 

ing national as wi 

ness, and Air Power, 26 half) 

of documentary footage that wmt 



SPONSOR 28 OCTOBER 1963 



23 




Moiic clips spicp up star biof^raphies as 
in ReadeSterlinfi's \ ulvntino tv special 



from the CBS network into syndi- 
cation in 1958. 

The grancKdaddy in syndication 
real-Hfe fare is XBC Fihns' Vktoitj 
at Sea, 26 half-hours produced by 
the late Henry Salomon, scored by 
Richard Rodgers, and seen in the 
early fifties and again in a 90- 
minute tv special on NBC in 1960. 
Victory has raked in 11 awards, 
has been sold in 186 markets since 
being s\nclicated in 1953, and still 
is running in 16. 

Talk and Travel 

ABC Films, while offering few 
shows that are documentary in the 
historic-panoramic sense, has a good 
bit of non-fiction in syndication: 
Girl Talk, Consult Dr. Brothers, 
Expedition, lliiji Road, and Exclu- 
sive, all carrying mixed spot busi- 
ness. The Girl Talk sessions with 
Virginia Craham moderating are 
now into their second-season c\cle 
of daih half-hours. Psychologist 
Brothers, 195 five-minute shows, 
has been into 80 markets in two 
years. 

Another documentary classic 
from early tv is Twentieth Century- 
Fox Telev ision's (Crusade in Euro))c. 
This old 26-part, 20-nunute series ol 
war reels, cued to the Eisenhower 
book, has been on the shelf after 
saturation tv play but now TC-F is 
looking at it with an vyr to new 



possibilities. TC-F's biographical 
news film did \eoman t\ duty as 
40 (}uarter-liours imder the Greatest 
Drama Series title and now is an 
acti\e resource in the Mosietone 
shop. 

(Ihurchill is ♦^he subject of a sin- 
gle half-hour special that is one of 
the hottest properties that Seven 
Arts Associated owns at the mo- 
ment. A hold-for-release obituary 
film, Churchill, The Man by As- 
sociated British Pathe, went into 
30 U.S. markets immediateh' after 
Se\en Arts started with it this 
month. ( The same company is mak- 
ing a commercial thing of instruc- 
tional tv with E;i France, 26 half- 
liours, now past 60 markets.) 

Selling sextet 

Notable among odd-lot docu- 
mentary sales at the moment is 
I'Uited Artists Tv's half-dozen new 
\\'olper hours which are in some 70 
markets with soap, automotive, util- 
ity, department store, financial, gas, 
insurance, and other sponsorship. 
UA also is selling discussion and 
vocational shows. 

Not strict!)' documentar\' but fac- 
tually oriented straight-talk is doing 
well for National Telefilm Associ- 
ates with the half-hour Probe into 
its second cycle in 41 markets and 
the two-hour 0))en End into its 
sixth in 40. The Probe commentar\ 
by Yale scholar Albert E. Burke, 
w inner of a Peabody award and a 
big weekK- mail draw, is sponsored 
by banks, insurance firms, a steel- 
wire company and a mortuary. An- 
other talk show , 39 half-hour Mike 
\\'(dhice Interviews, has been on the 
shelf at NTA but now is coming ofl 
for updating and new play. 

Station documentary production 
is reaching the market through tra- 
ditional syndication channels as w ell 
as the newer TAC. \\ith big-budget 
film specials a standard part of tlie 
schedule for independi'ut W PIX, 
New York, domestic syndication In 
Desilu Sales helps balance the books 
on 6()-minute essays on Hitler. C^as- 
tro, Eva Peron, the cold war, the 
Far East, and other swei-ping sub- 
jects, the latest documenting dis- 
covers of Antarctica, incorporating 
1910 footage and set for debut on 
\\ I'i.X in No\c'mber. A scientific 
half-hour. The Universe by W FIX 
and the Canadian National Film 
Board, has been seen in 50 markets, 
sometimes tw ice in one night, since 



it entered last year, attracting regi- 
onal business from oil, banks, and 
others, including institutional back- 
ing from a rare textile customer. 
Desilu has a grow ing documentarx- 
collection from diverse sources and 
is selling medical and tra\'el fea- 
tures along with standard fictional 
entertainment, and has just secured 
a newsreel series from Canada, 13 
half-hours titled "A Nation at War." 

Bill Burrud Productions is doing 
brisk business in travel shows, with 
some 2,500 color reels in a handful 
of five-to-sixt\- minute programs 
going in up to 70 markets. Titles in- 
clude True Adventure, Va<!,abond, 
Treasure, and 13 new hours coming 
from B&J Productions ( Burrud and 
Victor Jory). 

The Metromedia, Corinthian, 
Storer, Time-Life, Triangle, and 
W'estinghouse station groups all are 
activeh adding to documentary- 
public affairs and other non-fiction 
work on the air. One recent addi- 
tion to an impressive list Westing- 
house's Group \\' stations ha\'e been 
cataloging makes use of the oldest 
kind of pictorial dtKimientation, 
paintings, and is timed in news- 
length segments of 5 minutes, total- 
ing 15. 

Material for all ages 

America: The Artist's Eye, blend- 
ing art and histor\', has just started 
into syndication, aided by an Inter- 
national Film and Television Festi- 
val award. The documentation by 
art takes Croup W production a 
step be\ ond the use it made of still 
photography b\- Matthew Brady for 
The American Civil War. (The 
same group has in s\ ndication, both 
free and paid, a broad range of 
public affairs, religious, cultural and 
educational fare for all ages, in- 
cluding 10 Intertcl tri-nation docu- 
mentary hours now into a second 
cxcle for commercial and educa- 
tional stations.) 

These are but random reels in a 
world supph of documentation ac- 
cumulating daily. They leave out of 
account thousands of hours of 
sports, talk, factual adxenture, ani- 
mal, \()cational, and instructional 
shows doing commercial duty in 
sxndication now and through the 
\ears in U.S. television. Taken 
together, the\- are pnning that non- 
network-campaign adx'ertisers like 
the look of realit\ . ^ 



24 



SPONSOR /28 OCTOBFR 1963 



ADVERTISERS 



Net tv in '64 for 

Nastiville country show? 



Ih I )t)N l!l II \H!)S()\ Sit 

THIS i()\ii\(. wiiKiM) ill N.isli 
villf, wlu'ii purvfvors of tlu- 
prixim t u.ifluT ."?(M)() stroiiii for tlicii 
.JSdi l)irllKl.t\ n'Uhiation ol W SM's 
Grand ()/r ()/>n/. all clsi' will pla\ 
si'coiul ficUllr to spt'culati(»ii on a 
possiMr lU'fwork tv siTii'S of "n-al 
I'ouiitiA fiiti'itaiiimcnt. Such talk is 
tlu' stiifl drrams an- inadf ol lor tlir 
pickers. ptTCfiitiTS. piililisluTs and 
rrcordiiiu olfiiials who ha\t' Inrn 
liaiintcd siiKc the mid-l^'SOs hy tin- 
niiilitinare of Nash\illi-'s pri'\ ions 
nrtwork oriuination. 



I hr town would seem siicli a 
natural lor a sirii-s ol its own. It is 
home l>,is«' for the Hrciula l.rcs, tlu- 
llild\ Arnolds, the Cousin Miniiir 
l\'.irls who turn np with nn-aninu- 
Inl rt'mil.irity on tlu- top shows 
prodncvtl on both coasts. Tlu- rc- 
lordintj studios of Naslnillr. one 
owned by a sistiT of NB(] and the 
other by a subsidiary of ("BS. run 
round the elock to aecoininotlate 
the likes of Teresa Brewer, Ha>' 
{'harles, C^)miie Franeis and Burl 
l\es, who iniuht be readily accessi- 
ble miest-star fodder for wcekK l\ 
from Tennessee. 



As 3.000 trade people 
gather this week in 
Nashville for Opry's' 
38th birthday, specula 
tion grows at prospect 
of '64 net tv country 
show 




Three to four ttiousand paying patrons gatfier in Nastiville s Ryman Auditorium each week for 4' 2 hour radio tv show. Grand Oie Opry 



-J 



/-\ U V C T\ I 



o d rr o 




A typical sample of the 50 acts to appear 3n WSM's 'Opry' each week 

'OPRY'S' 38th BIRTHDAY: 

License renewal and sales talks featured 

WSM, Nashville's Grand Ole Opry celebrates its 38th birth- 
day this week with a round of panel discussions, recordinj^ ses- 
sions and receptions, trade press awards, a star-studded Grand 
Ole Oprij show and more. Of particular interest are the round- 
table discussions on license renew al and sales and programing. 

The broadcast license renewal panel will be a summary 
of the license renewal conference sponsored by WSM and 
held at the University of Tennessee on 22 and 23 October. 
Robert E. Cooper, WSM general manager, moderator on both 
occasions. The sales discussion, will be moderated by WSM 
commercial manager, Len Hensel, with participating panel 
members: Joseph II. Epstein, Jr., executive \ice president. 
Walker Saussy Advertising; James Faszholz, broadcast pro- 
gram department, Gardner Advertising; Dan Scully, Leo 
Burnett, Kellogg account executive, and CoIumi Williams, 
president, Martha White Mills. Some of the topics to be dis- 
cussed are: How to sell coimtry music to Madison and Michi- 
gan Avenues. Why have advertisers bought country music? 
How did the agency sell the client? Live vs. canned com- 
mercials. Describe and discuss a country music listener as op- 
posed to a regular radio listener. Also, it is hoped that the 
Kellogg people, who spent heavily in country music this past 
year, (Beverly Hillbillies, Homer & Jethro commercials, etc.) 
will tell the results of their success stor\' and reveal their plans 
for next year. Hensel states happih- that "because of the panels 
held last year, and a constant increase in the country music 
field more agency and client people are attending this year 
than e\'er before. We expect oxer 100 representative's and man\ 
are top agency men." 

Chuck Bernard, Country Music Network president, in New 
York reports, "more and more national advertisers are swinging 
to countrv music stations." 




Production-wise, those who man- 
age and book Nashville talent have 
the showcasing savvy to put to- 
gether personal appearance pack- 
ages capable of attracting 25,000 
persons for a single day's stagings 
in Detroit's Cobo Halland 12,000 
for a lone performance at Milwau- 
kee's Count)' Stadium; one local 
agency sets 3500 such in-person en- 
gagements a year. 

Nashville's most articulate spokes- 
men employ explosixe terms in an- 
swering why their town has no net- 
work exposure. If, in fact, their 
words were transformed into Nike 
missies, virtual!)- all of Manhattans 
network -agenc) -client communit) 
would be in panicky retreat to the 
nearest Civil Defense shelter. 

"The people who say \es or no 
on shows are afraid for control of 
what goes on the air to be an)' fur- 
ther out of reach than a fift)-cent 
cab ride across town," zeroes in 
Dub Albritton, personal manager 
for the past six years of $3()0,000-a- 
year Brenda Lee and a countr)- 
music \eteran of 26 years. 

"New York views Nashville music 
as appealing to a minority group," 
says Owen Bradley, the Decca ex- 
ecutive who has seen the hits he 
produces with Brenda Lee, Burl 
Ives, Red Foley and others sell to 
a cross section of America. 

"Madison A\'enue resents us, 
fires Wesley Rose, whose Acuff- 
Rose Publications is annually BMI's 
biggest grossing number. "People 
down here are so unschooled in the 
wa)'s of the world the) don t know 
it's hard to do something important. 
That sort of attitude is just too un- 
complicated and unsophisticated for 
the might)' minds back East to com- 
prehend." 

Albritton aims another salvo: 
"Time and again countr) music 
pro\'ed it can sell merchandise on a 
lower show budget. So, how come 
it's oxerlooked — snubbed would be 
a better word — b)' those with the 
supposed first-and-foremost inter- 
est in selling? Because there are 
more fashionable things for a spon- 
sor to be associated with than a 
kind of entertainment called coun- 
tr)'. Let's not kid oursehes, what 
the sponsors wife thinks can make 
the diilerence." 

Temporarily interrupting the \'ol- 
leys sighted across the Smokies to- 
ward the Hudson. WSM general 



26 



SPONSOR/ 28 ocroBtR 1963 




Now we can 
put the 
third jewel 
in place. 




9 ^'e-»: t 



-i 



i 



SPONSOR '28 OCTOBFR 1%5 



• - ■ / f • 14 



Effective October 1 , 
KREM Radio-and KREM-TV, 
Spokane, Washington, the 
third of the Crown stations, 
have appointed Blair Radio 
and Blair Television, 
BTA Division as their 
exclusive national 
representatives. Now we 
can add the selling 
power of these stations — 
and the effective buying 
income of the Spokane 
area (which is plenty!) — 
to the power of Blair 
Radio Group Plan and Blair 
Television. That's a jewel 
in any advertiser's crown. 



S 



BLAIR TELEVISION 



THE 
BLAIR 

p^°n'' BTA division 






ADVERTISERS 



manager Robt'it 1-1 Cooper prods 
his fellow townsmen to do a bit of 
self-examination. "W'e labor under 
tli(> handicap of the word 'country', " 
tending to indicate to the advertis- 
ing industry that it will sell farm 




( .'ooper 



Rose 



tractors but not toilet tissue, soap 
or shoes. 

Nodding agreement. Hose adds, 
"If the law forced us to print on our 
product, 'This is a country song,' 
there are those who'd see that what 
comes out of Nashville would have 
to be sold under the counter like a 
party record. But because we get 
our country material recorded by 
talent like Patti Page, Tony Bennett 
and Rosemary Clooney, it is sung 
on the biggest network shows, 
whose producers wouldn't think of 
being disloyal to Tin Pan Alley." 

In the manner said to have been 
originally popularized b\' Liberace, 
W. E. "Lucky" Moeller cries all the 
way to the bank over the lack of 
weekly television for the 40 acts 
represented b\ the Jim Denny Ar- 
tist Bureau, where he serves as ex- 
ecutive vice president and general 
managc>r. "The only times I've sold 
to tv is when a New York agent 
called. It's far too much work for 
the disappointing results it yields. " 

Moeller says that the network 
producer, faced with the problem 
of how to present a country-made 
star, reacts much like the record 
company which recently packaged 
an LP of country classics by Dean 
Martin and felt constrained to bill 
him on the album's cover as "Dean 
(Tex) Martin,"' with a color photo 
of the singer in a eowbo\' Stetson 
and red bandana. "Networks and 
agencies are afraid to even try pre- 
senting countrx' artists anymore," 
the talent handler adds, "thanks to 
the stupid mistakes of those who've 
tried before." And if that indict- 
ment reflects upon Nashville's own 
('.1(111(1 Olc Oprtj. whose 60-nn'nute 
I'luina show lasted for one vear ot 



(mce - monthly outings, Moeller 
avows that he intends no exclusion. 

"Helen Traubel was one of their 
guest stars," recalls Wes Rose. 

In defense of the Opnj, W'SM's 
Cooper explains, "Sponsors are in- 
sistent on one big name to hang 
their hat on, and we've always 
wanted to promote the show as a 
whole. " In the course of a Satur- 
day nights Opry on radio — 
throughout the 38 years which will 
be happy-birthday'd in conjunction 
with this weekends Festival — as 
many as 10 different stars headline 
the quarter and half hours into 
which the overall show is segment- 
ed. All submerge their individual 
identities into one 0))iy melting 
pot, yet from the program have 
come the winners of such particu- 
larly wide acceptance as Hank Wil- 
liams and Eddy Arnold. 

Arnold, surely one of the few 
names to have any substantial mea- 
sure of real meaning for the net- 
works, agencies and sponsors, main- 
tains staunch loyalty to Nashville 
while being managed for much of 
the past decade by a New Yorker. 
"If there was ever a good time for 
Nashville to make its bid," Eddy be- 
lieves, "it's now, when folk music 
looms so big. Country and folk are 
almost like brother and sister. " The 
enduringly popular Arnold, whose 
onstage-offstage demeanor belies 
the "Tennessee Plowbox" labels 
created for him in 1945 b\ his first 
manager. Col. Tom Parker, has re- 




Modkr 



ViMold 



centh- taped a Dee. 7 guest sjiot for 
Hootenunnij and will likeK do a 
folk arrauuement on his Non . 10 liil 
Stillivdu Show appearance. 

Is IIoolciKiiiny usurping Nash- 
\illes prerogative? "Looks to me," 
observes l^ose, "like C^nind Olc 
Opry with a studio audience of 
college kids brought in to a\()id the 
stigma of nothing but barefoot hill- 
billies liking our kind of music." 
And lloolciuinny might well be a 



carbon of the Opry on some occa- 
sions; its producers indicate an ob- 
vious fascination for O/jriy-spawned 
acts like the Carter Family and 
Mother Maybelle and the team of 
Flatt and Scruggs. 




Bradley 



"Flatt and Scruggs," says Moeller, 
"have been among the top money 
acts for years as coimtry stars, but 
with the boom in folk music the 
self-proclaimed Big Time has now 
discovered them. They plaxed Car- 
negie Hall and New York discov- 
ered them, the\- pla\ed the Hf)lly- 
wood Bowl and Hollywood discov- 
ered them. 

"I wouldn't blame Lester (Flatt) 
and Earl ( Scruggs ) ," he grins, "if 
they're left pretty unimpressed by 
this new wave of recognition." 

Charlie Lamb, the diminuitive 
publisher whose seven-} ear-old, 
Nashville-headquartered Music Rc- 
portcr is the trade paper best mir- 
roring the town's attitudes, ad- 
vanced the theorx that the road- 
\)lock between Nashville and net- 
work televisit)n may not be its corn- 
ball image (or spectre) at all. "I 
don't think the right man has \(-t 
come along to sell countrx music. 
Lamb puts it. 

Decca e.xecuti\"e Bradley, with 2.3 
years on the local radio-and-record- 
in<i scene and a countrx-music-lniilt 
bank account to (jualify him for at 
least a tie for the title of his field's 
keenest observer, shared Lamb's 
theor\-. "If I knew how to sell a 
Naslu ille show . I'd be up there do- 
ing it right now . 

Hut the right-man-hasn"t-conie- 
aloug tlieorv was advanced before 
one C-onuie B. (iav proclaimed a 
few weeks ago his abilitv to put 
Music City U.S.A. on the U.S.A.s 
weekly television schedule — and 
since that proclamation all Nash- 
ville' has adoi)le(l tin- time-honored 
courtesv of a wait-.uid-see attitude. 

Cavs country credentials are well 
known in the citv where he took up 



28 



SPONSOR 1>8 ocTOBiK \W)^ 



nsiclfiKt in miil-St'pt«Mnl)cr witli 
the pnrcliiisc' of a SllOJHM) ImiiU'. 
W'liilf oprratini; W'CiAV, Arliimtuii, 
Va., onr of sr\t'u stations lu- lat<'r 
o\\ nctl, lie spottrd a \ minustfr pla\ - 
ini^ ai'corilion and cluing conicdN 
in a W'asliinuton, I). (' , lionkytonk, 
took the lad lirsli iniin tlic Air 
Forcf and sold him to \\ AIAL TN 
as licadliniT ot a (iay-prodnccd 
Jimmy Dctin Slunc. 'I'lic program, 
with tilt' addition ot more (fay- 
sciintcd lalfiit. snl)Sf(picntl\ m<>\fd 
into (.lis I \' s siun-on slot. 

Says lie, W Inn llif people doinij 
the actual prodnitioii insisted on 
shavinu oil tin- e\el)ro\\s ot my 
countiA music hand and diawinu on 
prott\ little arches with a pencil, 
then lieiiaii desiuninu every set to 
resemhle one \iew or another ot the 
Manhattan sk\line and worked in 
dancers wearing lonu hiack under- 
wear — well, that's when I took off. 
they took ()\er. and some dollar 
bills changed hands." 

Cay. h()we\c'r. retained Jiinnu 
Dean's personal emplo\ nient con- 
tract. \\'lu-n Dean asked out with 
seven years to go, a figure was 
agreed uix)n and the residt, as Gay 
phrases it. is that "I still hear from 
Jimmy every Monda\ morning. 

Back in Washington they remem- 
ber Connie IV Ca\ mor(> for his 
union acti\ity than his hrintiinu of 
a network telexision origination to 
their cit\ . He proxcd that e\»'n a 
prosperous station owner can he 
sympathetic- with an emphnce 
strike and nnide page one of the 
capital's papers. .As a conscientious 
AFTHA member. Connie arri\t'd to 
do his assiuned turn on picket chit\ 
at a competinu station, stepping to 
the curl) — "Inlair " sign in hand — 
from his black, chaufleurcxl Cadil- 
lac limousine. 

Is (iay to be the "right man it 
takes to sell a network series? Pub- 
lished stories resulting from his 20 
September press conference .say 
he'll have a Nasin ille origination — 
"li\e-on-tape and maybe in color 
^)n the air b\ ■sometime in 1964. 
Further. Cay is (luoted, he has a 
"handshake agreenu'ut with one 
network to do the show. 

For all the frustrations e\ iclent 
amonu those who ha\t' longed for. 
and worked for a country tv show 
over the \ears, a newcomer is mak- 
ing it look ever so easily accom- 
plished. ^ 

SPONSOR 28 ocTOBFR I9(")3 




(.'(ifii/lK fi;i_- ./ ( iirtl.ihi ini I ,,/i . < I, III- I ! In r Kuliutil \l,,'<.ill .ir- 

loiiiil <(i;i«ri ixor .// 11/ l\ (!«(•«<>. Cililurll. l.ntLiii A .S(»/.»i.t-I nn Ki/mt , WiAr 
Sini/isiin. Irfplnmr niii^ir ilir.-<i>mi>n%rr : l.imnln Srhrtirlr, /irfMilfitl t>i t'llm-nmkrrt 



B/4 Bows^in broadcast only 



A new group ol automobile engine 
additives is currently being intro- 
duced in 12 markets around the 
country via radio and tv spot e\- 
clusively. 

B/4 Labs, Indian.ipolis. makers 
of valve aid. oil conditioner, top oil. 
and carburetor cleaner, chose t\ be- 
cause of its ""demonstrative (juali- 
ties. " .\ s|Jokesman at B/4's agency . 
(Caldwell, Larkin 6t Sidener-\'an 
Hilier. stressing t\ s ellectivcness in 
this product category, said he 
thouiiht enuine additives were sold 
almost e\clnsi\el\ on tv. He added 
I'xperience h is shown such pro- 
ducts' sales "directK proportional 
to the achertising expenditure." 

Ten-. 20- and RO-s«'eoud tv an- 



nouncenunts, shot b\ Film-makers 
of Chicago, are schetluletl in 12 
m.irkets with a fr«'<|u«'ncy (»f 10-15 
per week per markj-t. Hadio s|>»ts 
a\c'rage 20 a week in each market. 
The 12-market buy is firm for 28 
weeks. Distribution and advertising 
will lie expanded until national 
marketing and acUertising patterns 
are completed next spring. 

Both t\ .uid radio announcements 
are beinii directed to the male .mdi- 
ence. with heavy stress in tv on 
sports proijrams. particularly on 
weekends, and in r.idio toward 
dri\»'rs tra\eling in rush hour Ir.dfic. 

The Film-makers commercials 
were produced at a cost of about 
SI. 5,000 each. 




MacGill (I), checks B 4 witti Edward Kat7. Film makers chairman, and Scheurle (r) 

29 



ADVERTISERS 

Ads for new products 
ore spot tv mainstay 

Retry study attributes $116-mll. gain in '59-62 
to commercials used for launching packaged goods 



Spot tv is U. S. industrys number 
one launching pad for new pack- 
aged goods products, with some $51 
miUion spent in the medium by ad- 
vertisers in 1962 to propel new pro- 
ducts in the food, drug, cosmetic- 
toiletry, and laundry fields — fields 
which together account for 80% of 
all new product entries. 

In a news report by Edward 
Petry & Co., the $116 million gain 
in spot tv volume between 1959 and 
1962 is attributed mainly to new 
product advertising. The 10 biggest 
advertisers of grocery, drug, and 
cosmetic brands, all new-product 
conscious, increased their expendi- 
tures in spot tv by 60% in the three- 
year period between '59-'62 while 
their overall measured media ex- 
penditures increased onlv about 
18%. 

The $69.5 million gain in spot tv 
expenditures by these advertisers 
was more than double the network 
tv gain of $29.8 million. Magazines 



scored a $700,000 boost in the same 
period, while newspapers lost $19 
million. 

In 1962, these 10 new-product 
conscious advertisers were market- 
ing 140 brands introduced since 
1959. The new entries of the top 10 
exceeded the combined total of new- 
brands offered by the next 40 big- 
gest advertisers of grocery, drug, 
and cosmetic products. 

In the three-year period, Procter 
& Gamble introduced 18 new 
brands. The other nine, and their 
number of new entries, are General 
Foods (16); American Home Pro- 
ducts (17); Lever Bros. (18); Bris- 
tol-Myers (13); Colgate Palmolive 
(20); General Mills (16); Campbell 
Soup (7); Alberto-Culver (10); 
and Kellogg (5). 

The next 40 leading manufac- 
turers of products in these categor- 
ies introduced 128 new products 
between them in tlie same three- 
year span. 




Jamos II. HostMificId, inarkctiiiK director of Aiic'(|iiipt Co. (1), lolls NBC 
TV's Johnny Carson and annoiniccr l'"d McMalion about the firm's line 
of slide projectors. Aireqiiipl, whose canipaiun henan on Carson's "To- 
ni.nlit" show 27 September, will be advertised throni;h 20 Deceniber 



The spot tv expenditures of the 
top 10 increased along with their 
new product rate. The largest spot 
tv gain was m"ade by Alberto-Cul- 
ver, which jumped its spot expendi- 
tures 22% between '59-'62. 

General Mills was close behind 
with a spot increase of 21%. Camp- 
bell jumped 19% in spot over the 
three-year period, while Colgate 
increased 17%. 

Between 80% and 100% of the 
1962 spot t\' expenditures of John- 
son & Jolinson, Menley & James, 
Pfizer, Heinz, Shulton, Aerosol 
Corp., Armstrong Cork, and J. Nel- 
son Prewitt were in support of new- 
products. 

Forty percent of the total spot tv 
growth in the past three >'ears is 
credited to 21 new- brands, which 
together spent more than $40 mil- 
lion in 1962. They are VO-5 hair 
spray; VO-5 shampoo; Excedrin; 
Red Kettle soups; Ajax liquid deter- 
gent; Baggies; Dynamo; Colgate 
Fluoride toothpaste; Soaky; Knorr 
Soups; One Step Wax; Mate\-; 
Micrin; \'im; Contac; Crisco Oil; 
Down\ ; Puffs; Salvo; Tri-Span; and 
Thrill detergent. 

The Petry report examines \ari- 
ous spot tv strategies, noting the 
absence of a "single formula for 
successful new product introduc- 
tion via spot tv." Strategy depends, 
most often, on the categor\ of pro- 
duct and the competitive marketing 
situation. Some brands are tested 
for long periods of time in a small 
number of markets, while others 
make their dubuts simultaneoush 
in many different areas. 

Bristol - Myers' Excedrin. thv 
study points out, was tested in the 
midwest for two years before its 
national introduction, while Men- 
ley & James' Contac, competing 
with other long-action cold reme- 
dies such as Tri-Span, bowed in 51 
markets in 33 states. 

Matey began with a test cam- 
paign in the south and expanded 
regionally over a t\vo-\ear period, 
w hile competitive Soak>' kicked ofl 
in 70 markets. Knorr and Red Ket- 
tle, trying for the soup mix market, 
used similar market list, but Knorr 
I'mployed a heavier nighttime 
schedule while Red Kettle used 
more da\ time emphasis. 

\\'hat s the outlook for continued 
growth in spot tv? Good, says Petr>'. 
Purine the first six months of this 



30 



SPONSOR/ 28 ocroBKR 1963 



yt'iir. Hi.") new cntncs Ixcaiiic .k - 
tiv»' ill the iiiidiiim Sfxcii of flu' 
conip.iiiics iiitiiKliicin^ hr.iiuls in 
1963 Uavv three <>l more tleliiif pro- 
diK-ts each. 

They an* Ameriean Ciyaiiamid 
(Mystic, HiiK'ine #3, Starch \o 
Mor); Clolyate (Cleopatra and 
CiiHldess soaps, Derinassajie, Tidx 
Tons'*; Ileh-ne Curtis ( Hriulif Idea, 
Color Ivsseiice, I'.n-Zit, Sc-enre), 
Dow ( "lieinical ( Howpan Cirass 
Bar. Ilaiidi sandwich haijs, Dow 
o\en (leaner h L«'\«"r (('linic .md 
Hove shampoos; MvacI det«"ri;eiil 
(iolden Ladle dinners); Philip Mor 
ris (Saratoga. Pavton. Personna 
bhulesV and Te\ise ((!;ire Ii(|iiid 
bleach. MlasI ofl hnhhl,- hath, Pin.^ 
Oil. I,aimdr\ I'liilD, 



Chicago ad chief hits 
actors doing spiels 

.\ Chuauo advertisiii'j; auinc\ chief 
has taken exceiKicn to actors cloini; 
tv cominercials, statinu: "It's a 
shame t(^ take that revenue a\va\ 
from the professional announcers 
or others who cuiild (|ualif\ and 
need the work, while the million- 
aires pile uji another million from 
the oriiiiiial and the residuals," 
which, he added, are "another e\il 
of the industr\.' 

I.eo P, Rott. Jr., IumcI of the 
apencn hearing his name, claims: 
"Most of those actors ;iren t an\ 
gcMKi for commercials, aii\ \\ a\ — lis- 
ten to mish-mnsh. shrieking I)od\ 
Goodman, FIcTmione Cingold, \r- 
lene Francis, rt al. The wfll-known 
actors don't inspire- c-onfidence in 
the product, talkinc over the air 
for a fee." 

"Does Edward C. Robinson sell 
coffee^" Rott asked, "or .-\rt Link- 
letter induce one to drink Coca- 
Cola, or is it Pepsi-Cola or Roval 
Crowii Cola . . . we don't remember. 
The actors themselves lose dimiit\ 
as they did when the\ sold their 
names for fake testimonials. W'c are 
' rigidly opposed to actors doing tv 
commercials," he stressed. 

Kellogg -Mattel link 

The Kelloiiv; L.o. and lo\ manufac- 
turer Mattel have begun a joint pro- 
motional campaign featuring Mat- 
tel's Barbie teenage fashion model 
doll. .\ ixev Bnrhir Mdnazinc. an 
autographed picture of Barbie, and 



) 



i^ 



membership application for the Bar- 
bie Van ('hil>. uill be offered for 
one bo\ top from a Ke-lloggs (."orn 
Flakes package. In addition, the , 
promotion offers a Mattel Rook of 
(iames and Pii/./les in exchange for 
a (.'orn l'"lakes box top and .'i()r. Also 
leatiired is a presentation of \'ac-l'- 
I'orm, Mattel's new make-and-pla\ 
vacuum molding tow 

Kellogg's is promoting the Rarbic 
Fan Club package offer on its net- 
work and spot tv commitments with 
the use ol special one-mimile com- 
mercials. 



Miller heads broadcast 
merchandising at RCA 

\iidron M. .Miller has been named 
manager, broadcast merchandising 
a n d \\" est 
C'oast opera- 
tions for RCA 
i^roadcast and 
( ' o m in 11 n i - 
cations Prod- 



JACKSON , MISSISSIPPI 



nets Division. 
Miller, whose 
new headriiuir- 
I e r s a r e in 
Camden. \. |.. 
M'llo w ill continue to 

be resiionsible lor the Dixisions 
Film Recording and West Coast 
Operations facility at Riirbank. 
Miller joined RCA in 1951 as field 
represenfatiM- for mobile radio and 
microwa\t' communications eciuip- 
ment, later became manager of ra- 
dio broadcast ecpiipment fic"ld sales, 
ill 1900, he became manager. South- 
ern Field Sales, Rroadcast and Tcle- 
\ ision Fciiiipment. He succ-eeds M. 
A. Trainer, who has hccn named 
manager, international liaison and 
customer relations, for the Rroad- 
cast and Communications Products , 

Di\ision. i 

I 

West'hse $6 mil. buy 

(]RS T\' billings got a substantial | 
shot in the arm from W'eslinghoiise 
Electric C^)rp. (McCaiin-Kricksont, 
which signed for participation in a | 
number of news ;md entertainment ' 
programs in 196-1. 

The .52-wcek contract calls for | 
participation in CBS Eveninc. Setes > 
uilh Waller Cronkite. CBS Middaij 
Sens with Robert Trout, and CBS 
Saturday Sens uitli Robert Trout. 
In addition, Westinghouse has , 



OVER 

350,000 

TV HOMES 



OVERIVa 

BILLION 

DOLLAR 

CONSUMER 

INCOME 



JACKSON. MISSISSIPPI 



WHO'S GOT 
THE AUDIENCE IN 
THE ARK-LATEX? 



JUST 

GET THE ''BOOK" 

(ARB or NSI) 

AND SEE! 



...AA/D YOU'LL BUY 
THE TOWER OF POWER 




CHANNEL 6 NBC FOR 
8HREVEPORT 



SPONSOR 28 OCTOBER 1963 



31 



ADVERTISERS 



Honolulu bank great shakes as advertiser 




Sheridan D. ReicI (1), prog. dir. of KGMB-TV (Honolulu), congratulates 
Harry Endo of Honolulu Savings & Loan for winning station's initial 
"Tv Commercial of the Month" award, for singing spot featuring girls 
employed by the bank. The awards have been established "to encour- 
age better production and imagination" in field of broadcast advertising 




picked up minutes in the Morning 
Minute Plan and participation in 
Chronicle and several of the net- 
work's nighttime dramatic pro- 
grams. 

The buy is estimated to be worth 
in the neighborhood of $6 milhon. 



NEWS NOTES 



Coffee Growers go network: The 

first network phmge has been taken 
by The National Federation of 
Coffee Growers of Colombia 
(Doyle Dane Bernbach). Buy calls 
for multiple participations weekl)' 
on NBC TV's Todm/ and Tonight 
shows, starting in January and 
spanning a 52-week period. The 
familiar Colombian Federation 
"spokesman," Juan Valdez, has been 
widely circulated on the spot tele- 
vision circuit. 

Sylvania steps up ad push: The 

General Teleiihone & I'llectronics 
subsidiary has added 'l^'^r to its $1 
million fall advertising campaign 
on home entertainment products. 
Magazines arc beneficiaries of this 
increase, with doul)le page spreads 
in color scheduled for the last week 
in November and the first week in 
December. The entire fall cam- 
paign is concentrated in a three- 



month period which started earh 
this month. During this period, 
there will be at least one ad each 
week in a major magazine, supple- 
mented by spot radio, trade adver- 
tising, and insertions in regional 
newspapers. During the first seven 
months of 1963, factor) unit sales 
of stereo hi-fi sets were 30% ahead 
and tv unit sales were 16% ahead 
of the same 1962 period. 

Atlantic award: The U. S. \\'eather 
Bureau has cited the Atlantic Re- 
fining Co. "for outstanding contri- 
butions to the public welfare" 
through a network of tv weather- 
cast sponsorship in 36 eastern cities. 

Gulf in New England for Giants: 
Gulf Solar Heat and Gulf tires have 
signed to co-sponsor New York 
Football Giants games in New Eng- 
land on 32 stations of the Yankee 
Network. The broadcasts of the 
games originate at W'NEW, New 
York, and are carried in New York 
State by the lv\ Broadcasting Co. 
Gulf's agency is Young & Rubicam. 

Mid- Atlantic network: Carling 
Brewing has organized a network 
of radio and tv stations in Mary- 
land, \\'ashington, D. C . and 
Southern Penns\l\ania. on which 
it will sponsor (he basketball games 
of the Baltimore Bnllets \\ IZ TW 



Baltimore, and \\'BOC-T\', Salis- 
bury. Md., will televise 13 of the 
games, and 11 radio stations will 
carry between 50 and 70 games 
each. 



NEWSMAKERS 

Edgah M. Jones to executive sec- 
retary of the American Record Mer- 
chants and Distributors Assn. 

Burton B. Hughp:s to director of 
advertising and merchandising for 
Hans Holterbosch, U. S. importers 
of Lowenbrau Beer. He was with 
W'm. l^ndcrwood Co. 

John R. O'Connell, Jr. to reg"'- 
onal public relations manager for 
Re\'nolds Metals Company, New 
York. William B. Mead to the same 
post in Chicago. O'Connell was 
editor of E & M J Metal and Min- 
eral Markets. 

Aubrey A. Phillips; Joe Bryns; 
Benjamin" F. Steed; Glen E. Got d- 
EN; Glen \V. Jensen; Raymond L. 
Klotz; Emil T. Kull to maketing 
managers for American Bakeries 
Co. 

Erwin Bernstein to director of 
marketing of TNT Electronics, sub- 
sidiary of Theatre Network Tele- 
vision. He was with Emerson Radio 
and Bendix Radio. 

Wendell C. Morrison to chief 
engi'.eer for Radio Corporation of 
Amo^rica's Broadcast and Communi- 
( ations Products Di\ ision. 

Josef B. Rosenberg resigns as 
production vice president of Broad- 
cast .\d\c'rtisers Reports. He will 
return to the creative side of adver- 
tising and promotion. 

J. F. Donnelly, Jr. to chairman 
of the Advertising Committee of 
the National Liquid Petioleum Gas 
.Assn. -Market Development Coun- 
cil. He succeeds E. A. Nash, vice 
president of Norge Sales Corp. 
Donnelh' is manager of advertis- 
ing and sales promotion for A. O. 
Smith Consumer Products of Illin- 
ois. 

.\Lnu:n S. GussiN to the Nhigna- 
\ox Company as vice president for 
marketing .'.. rvices. He was director 
of advertising, sales promotion and 
store planning for Karastan Rug 
Mills. 

William T. Elliott to director 
of marketing for Schmidt's of Phila- 
delphia. He was with the Jos. 
Schlitz Brcwinti Co.. Milwaukee. 



52 



SPONSOR '28 ocTOBiR l'i(..S 



AGENCI ES 

A & S tests new mettiod 
tor mass media study 

'Latent behavior function' concept explained 
at Hamburg IMFC meet by Audits & Surveys Co. 



Ainiis i\ Si n\i \> (!(). is cinrfntl\ 
tt'stiiii^ .1 iitu anil pnssil)I\ inoir 
eihcii-iit iiu-tluKl ior tin- di'trrinin.i- 
tion of tilt' "latfiil lu'luivior fuiu 
tion" of a mass incilniiii. ariorclinii 
to t'xrf v. p. Lfstti H. I'raiikcl. In 
introdiK-inu tlir t-oncvpt at tlio In- 
tiTiiational Marki'tinn Fi'drration 
C-'onti'irni'f last wrck in llanihnii;. 
lu' saiil "l.m-* is an nnilcrK inn I'i^- 
tribntiun uliiili clrti'iniinrs how 
many pooplr and what kinds of 
jH'opIr hrconic ivpostil to a mass 
nu'dinm and asct-itains what trr- 
quency. 

If tho latent lH'ha\ ior functions 
art- known tor all mass nittlia. 
Franki'l pointed out, then an ad\rr- 
tisiT can arrange a schedule in 
such, a manner as to obtain optimum 
reach and lreijuenc\ u ithin his tar- 
get market gri)iii)s. 

The new method, lie said, as op- 



posetl Iti (lie tnue-ionsuining tech 
niipie of l)eha\ioral ol)ser\ation, 
entails direct questioning of a pop 
ulation sample and a direct estima 
tion of the LHF. Me told the Ham 
hurg gathering that this t\ pe of 
stud\- involves the use of a scaling 
technique so that each respondent 
l)osilions his probability of bi-ing 
exposed to the medium on an 11- 
point scale. The aggregate of these 
responses— corrected to allow for 
\ariances due to sampling .mil re- 
sponse error — tleti-rmines the LHF. 

Frankel said that although the 
direct estimation method appears 
to be theori'ficalK sound and cap- 
able of exi'cufion, it is still beinu 
researched and refined by his firm. 

lie disclosed the LBF concept 
while callinu for marketers to gain 
a deeper underst.mding o{ the char- 
acteristics of mass communication 



Wyatt. Allen & Ryan absorbs Williams 





Finali/iiii; di't.uls i>l liicir mcrm'r ari' il-ri J.iik \\\.itt, pri\i(l»-iit ot 
Wyaft. Allen \- Hvaii; Hun all Williams, lu-aci of flu- Pallas adM-rfisiiiK 
auciicy bcarinu liis iiaino, uiul \N .WH cvcc v. p. Rill A. Dunacaii. \\ AAcH, 
Dallas and NYC ad\iTtisim;-p.r. finn. lias named \\'illianis \.p. in 
chariic of its industrial di\ision. Anioni; the accounts wliicli the ne« 
official will brinu with him to \\V\K are ('ore I.ahoratories, retroleuni 
KnKineer Puhlishinu; American (oldset 



anil to develop inetliod» mi lluit 
Ix'tter use of mass mttlia cm (><• 
made. 

Ih- strrssrd that "iiiefficit m» 
wustefiil, and sometimeit practi' 
U-selcss" iidvertising sihednles >>lit i> 
result when adverti.sers fail tu dis- 
tinguish Ix-lwiH-n mdiMdual and 
mass coinmunicati(»n. I'nhke pri- 
vate, facc-tt>-face cummunicution. 
Frankel s.tid. mass media c.iniiot in- 
sure that the mess.ige li.is Ix-eii dr 
livi-red, much less retei\«tl. 

In private communication, he 
added, e.xposuri's to messages are 
measured in t»-rins of c<Ttaiiitii-s. 
wlu-reas in niass communit.ition w«- 
deal with probabilities. ^ 

Agency men get call 
to answer tv critics 

Facts, figures, and some old-fa- 
shioned personal opinion high- 
lighted the retfut NC.\.\.\ montliK 
meeting, as memlnTs heard k(i()- 
T\' sales manager, Huss (ioiighlan. 
.idmonish agi-ncy men to meet the 
many criticisms of tv broadcasting 
head-on. 

To support a positive appraisal of 
the industry's performance and ef- 
fectiveni'ss, (.'oughl.in citetl new 
program investments by the nt-t- 
works ranging from $30,000 to 
$24().(KK) per show per week. "It's 
a gamble on givinii the publii «'n- 
tertainment they will enjo\ . he 
said. "Television is a commercial 
enterprise first, with entertainm«tit 
its primary priKluct c-onsideralion. 
In U)63. over a half-billion dollars 
was put on the line by the networks 
to bring new shows to the public, 
and." Coughlin askcnl, "what other 
sxstem ctHild support thes«- talent 
.Old priKluction ctists?" 

Proarant rhnicf in triiie 

He\ond this is the wide program 
choice ojH'n to xiewt-rs on an\ 
broadcast day of the wivk. I It- 
stressed that the commercial, com- 
petitive basis supports and setiires 
.1 built-in growth keyetl to public 
resjxinse. C'ouchlan remincK-d his 
audience- that Minow's "vast waste- 
land" siH-ech was followed within 
a few montlis b>' the e.x-FCC chair- 
man statinu s( '' ' ' ! Ix- 
done about ali ims 
being op|>osite each other. I hi-re s 
something cjiiite c-ontradiclory h«-re 
if one stops to Icxik at it." Coughlaii 
c-ommented. 



SPONSOR _'8 ocrroBKR 1%.^ 



S3 



r 





^^-tSv^v 



tjW 



^^ml^ 



X 



N^.m 



is the 

one-station 

network 



Leit (0 Right 

Kevin Kennedy, early Nttionsl and World News/ 

Gloria Okon. the tarly Weather 

John Tillman, the New York News and the 

Midevenmg One Mmute Newj Reports 

John K M McCatlery. the l«te World »nd LocJ/ News/ 

Lynda Lee Mead. M.ss America 1960. the l«l« Weather. 




Getting to ttie bottom of the day's 
news has always been a prime 
project of WPIX-11. New York's 
Prestige Independent. Truth is. 
WPIXll IS the only New York 
independent with a record and 
reputation for television news. 

An impressive array of major 
news awards attests that 
WPIX-11 does more than just 
report the news— we dig it up, 
dig into it. 

Outstanding veteran news per- 
sonalities like John Tillman. 
Kevin Kennedy and John K. M. 
McCaffery bring New Yorkers a 
depth and scope in television 
news that's tough to beat. 

This is the kind of recommen- 
dation that ought to count heav- 
ily in your appraisal of the New 
York independent stations. 

WPIX TV 11 

THE ONE STATION NETWORK 

NEW YORK 



rcpres«nt*d by 
Peters Criffn Hooitmtii} Ine 



IMIWFIX II 



AGENCIES 






Three-way automatic orders 

Station-agency-rep system can cut through commercial red tape 
with Standard Time Order developed by air accountants, buyers 



I 



THE PENCIL will come into its own 
as a respectable tool for writing 
up broadcast orders, bills, and 
agency records, if a proposed 
"Standard Time Order" developed 
by station and agency men catches 
on. 

The Institute of Broadcasting 
Financial Management, holding its 
third annual convention this week 
in New York is presenting a single- 
form idea that could cut down 
stacks of back-and-forth paperwork. 
The standard system for reps, agen- 



i ^^, 



cies, and stations is the fruit of 
nearly a year's work by a joint com- 
mittee of IBFM and the Advertising 
Agency Financial Management 
Group, and the committee will re- 
port tomorrow (29 October) at a 
special workshop session . 

The Standard Time Order uses 
one basic form and a photocopier 
for agency-rep orders, rep-station 
orders, agency account records, and 
station bills to the agency. A one- 
time master agreement between sta- 
tion and agency eliminates separate 



I VOUk > 

NA lIliNAl. 
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STATION NAMK AND AllDKK.SS 
^'i'^/ Jo/VA/iFCf/cur Al/£ A/it/. 



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contracts with each order by mak- 
ing all Standard Time Orders sub- 
ject to the agreement. 

Revisions can be handled either 
on the original form or a separate 
change order. 

The new system represents 
"wholesale reproduction of infor- 
mation with no typewriters, no ke\ 
punch machines, no carbon paper, 
no errors, no delays." 

Here is the essence of the idea, to 
be presented by Richard S. Stakes, 
assistant treasurer of WMAL-AM- 



STANDARD TIME ORDER#R 

How IBFM-AAFMG s\stein works: 
Rep starts ball rolling with pencil 
order, sending photocopies to agency i. 
station. (2) .■\gency adds 12-montli e 
mating form to original order for cc 
posite photocopy record, reproducing 
for intrashop use. (3) Station takes rei 
order and adds dailv commercial chC' 



^' '.L*''S'-' 



r*t I Mm I Ap* H* 



I't-SO'-f 

/ no'-- 



4- ^ ' s'y 
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I \l I \ . \\ .ishiiinloii, .111(1 \ i(»' prrs- 
kIciiI of tlu' sf.ifidii moiicMiwii's 
or^atij/ation 

jolm Dickmsim nl ^(uir N.ifioii.il 
lUpnstiifafivc writes up AIU] Ad 
vcrtiMim s i>rtl«'r on the staiulaid 
(iiriii. riiis is on paprr that is «-asiK 
n'pnKliicihIc and «'rasil)Ic. allowiiii; 
liiin to tii.ikc climiics witliont r<- 
wrifiiii; tlic ulioh- tliiiii;. llir r«'p 
fills out onK the top of tlu* slirtl 
and iIk' left side of tlic l)od\. si^n 
jni; it at hottoin. ilis colinnns show 
(!a\. time, units, coinnicrcial Icnulli. 
tiinr classification, rate plan or fr<'- 
qncncA , and dollar rate. From tliis 
sonrcc docnnicnt, Dickinson makes 
photocopies for ai;enc\ and station 

When AH(] Advcrtisinn gets its 
copy, a transparent (nerla\ is nsed 
to add montliK hookkeepinu space 
to the ri'^ht side of the form, tiieii 
pholocopicti, \ieldint: a (omjiositt 
form for rstimatinu. AHC^ Ad fills in 



)VR KEY COMPONENTS 

thi-n at end of iiuinth tills bi-coincs 
to bf sont to iim'MCv. (4) Kf\ to rc- 
cd pji|)fr\vork is Master Aurei'incnl 
en am ncN and station, which ehm- 
;es separate contracts with eacli sched- 
Execiited once, it puts all business 
ler its o\M> clauses and standard 4-A's 
and conditions. 




:-S ';;;' 1,1-^.35 



<• T« ■•OADT *ST« MADS 



."fl^iu tS V C*ia^£n. 



T rM'f i*TN or m>wTN loLLomno ■OWTIi I 



the annonnt emetits ordi-red eat h 
month, makmi; c«>pies for use with- 
m the aRfncy. This part of the form 
was based on contrihntions of five 
am'ney members of the (onimittee 
who s.iid lh.it most intern. d a'.4en( \ 
iorms \irtn.ill\ duplicate informa- 
tion on the reps original order. Tlif 
proposed aCeiK \ M.ink is simil.ir to 
an estimatinu form used hy ()nil\\, 
henson & Mather, hut the eommit- 
f«-e sa\s aijent ies cm make their 
own modific.itions within the i^iven 
sp.K c. 

.\t the st.itioM end. John I., \nstm 
of New S\steni liroadcastinu ijets 
an order fron) his rep just like the 
.iHenc\ s origin. d ii>p\ with hl.mk 
space waitinii for .i ( ustom o\«Tla\ 
on the riuht. This is a d.iil\- form in 
whiili the st.ifion m.nks off .m- 
nomucments as nm (or notes 
"missed." "make uood .md other 
variations*, then sends it to tin 



aucncy as Its inontlils Itill I 
iii.d order can Im- used t' 
qiient nionthU m\iii(«ii. (Slati'iiv 
iisiiiK aniotn.itic hillmc on pnn< h 
cards and l)<N)kkeepinu machin' s 
can ^o on as usn.d. nsmi; llie Sl.ttn 
ard Time C)rder as their sonrc** do* 
iiment its they now nst- thi> iialiuruil 
rep form. ) 

Hichard I'assaJianI, liintroJIcT of 
Krwin \N'as«'y. Hnthraiifl & Hyan, i.s 
• hairman of the joint t (mimittt-*- 
that devis«'<l the Standard Tifne 
Order (!oinmitte<'men .ire St.if"-^ 
J.ick llerklol/. \V(;\ Chic.e^. 
Svdnev C;oldstein. WI'KN F'hiladel- 
piiia; ' Hol.md Filiaidt, WWI.P 
S|)rinufi«ld. Mass. John Mc\'eieh 
W I'HH Baltimore, Willi.im Mon 
lomi, Voimu 6k Hnhicam. John ll.»r 
rison, OuIIva, Ben.son & Mather. 
Malph Nenman. Ko<kmore Adver- 
tisin'4, and Hrnce Sntheryreen. Te<l 
M.ites. ^ 



iflnBtrr Agrrrmntt 

IMU IC.HtfMKST »..), II.,. /ST ^„ „, > -O'^ U'^myt^ \t63 w._ 

Xy:X BfJOADCAST/NCr COMP^MY L«»«. .w.««„ ^^ ,. 

... •Sl.lio.i'l • 1/C.I it lA^^rC m ye n lMX. •>l» ll« »n>c.»«l aMio •• 

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tKr S4«tio(i. and 

tVllKRK-\S lk« p4(iir« atr lihrwift* 4mro«s ol r«t«Mi«)ki»t • •i«<i4««dt««d •' 
ftf* Ilk* p«rrfia*r aad %m\r of •d^rrtimiBK **** o*«f th* SCaIkm* lt<««uW Wn^Jf — I '< 

Ni>i\ Tll(.H(.rORK m ca«uid«rBiM« ol ilw foMgoiM •■' •* tk« m^tmiti. r^MtM* < 
Ihr partm hemo agrr* m% \o\\om% 

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th« Iftrtlittr* ni 

A»«nran A«fto« i,'' ^ , * , 

placvarnl o4 vaid Ti*« tJ|d«i, ual««« ot!Mi*i&c &^«. J*.a^.» c4,<^4cJ «m tte Itsa t^ ' 
:. Tliv A|Mr> sImII Im«« 4« Immn I.«m iW 4at* -I mit*.^ W m ^ *« Tm« 
Aulhotiffd Slatioa RrpTv«r«it«ti«» wii»>i- 

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' wbfffd lo ilii« Agr»— *•- 

4. All roMMiaicat, . > wiM AM AgpOTia- 

th* pftnripial officv of »ac h fj^* a« \w f .-^ «bo«*. 

^ No BodlfKMWA «t aa»aA»*oi of ihi* A y w* — 1 vImU k» ««l*4 •*!• 

o. Tki« A gj ag w M ■«> W fvl»ff«*4 to a* tW lla«f** A| - 
'. (•fpotolion tnto T(*» Or^aw >#<■*»• At««r« a*4 Slado*. 

•tatt •vflHwifod offiran iW Ant* aarf i«*t Ami •>p h «fin»«h 



gncT <•• 



Xy^ BtiOADCAST/i^6- Co 




I 



v:a t. i>i v^ 




Martin 



Martin moves to Geyer, 
Morey, Ballard as v. p. 

F'ormcrlx a member of the plans 
board, v.p., and account supervisor 
at Kenyon & 
Eckhardt, Ger- 
ard Martin has 
joined Geyer, 
Morey, Ballard 
as a vice presi- 
dent and ac- 
count supervi- 
sor. Earlier, 
Martin was an 
account execu- 
tive with K&E 
in Detroit. Prior to that, he was di- 
rector of sales for the Du Mont Tele- 
vision Network and a vice president 
in accoimt management with Len- 
nen & Newell. During 1951-1952, he 
was a vice president of GMB. His 
first agency post was with William 
Esty, following a term in the sales 
department of NBC. 



NEWS NOTES 



Rheingold returns to FC&B: Lieb- 
mann Breweries, makers of Rhein- 
gold Extra Dry Beer, is returning to 
Foote, Cone & Belding effective 1 
January. The account has been at 
J. Walter Thompson for the past 
two years. Prior to that, FC&B had 
been the brewery's agency for 14 
years. Other account moves include 
The New York Times to McCann- 



Marschalk, effective 1 January; the 
Baltimore News-Post and Sunday 
American to W. B. Doner, Balti- 
more, effective 1 January; Associ- 
ated Testing Laboratories to New- 
man-Martin; Motorists Mutual In- 
surance Co. to A. Lovell Elliott Ad- 
vertising, Columbus ; Italian Line to 
DCS&S, effective 1 January. .Ad- 
vertising-promotion budget is ex- 
pected to be the biggest ever in 
1964 due to introduction to two 
43,000-ton superliners; Ortho Phar- 
maceutical Corp. to Ellington & 
Co. for a group of new products 
currently under development. El- 
lington represents other Ortho 
products; Oconomowoc Canning 
Co. to Earle Ludgin, Chicago: 
P.K.I.'s Aunt Jemima's Pancake 
Kitchens to Gordon, Weiss & 
-Arbusto; Houston Chemical Corp. 
and Rubbermaid (Canada) Ltd. to 
Ketchum, MacLeod & Grove; Corn 
Products Refining Co., (S.A.) (Pt>0 
Ltd., to Grant Advertising's Dur- 
ban, South Africa office: Paradise 
.Airlines, Oakland Airport Terminal 
to Resor- Anderson -Etcetera; How- 
ard D. Johnson to Charles F. 
Hutchinson for its Frozen Foods 
Division throughout New England: 
Borg-Warner to C. J. La Roche, 
succeeding Clinton E. Frank and 
effective 1 February; F. Schumach- 
er & Co. to Ellington & Co.; Cubic 
Corp. reappointed Phillips-Ramsey 
as agency. A P-R client for three 
years. Cubic last July appointed 
Smith, Winters & Mabuchi to han- 
dle its account. 




Kudner gets new gemini cigarettes 

Adriatic Group, Ltd., has assigned 
advertising and p.r. for its new 
premium cigarette, Gemini, to Kud- 
ner Agency. Retailing at ."jO^*, Gem- 
ini comes in swing-open pacquet 
with 10 in each half. No tv is 
planned, but "class" publications 
will be used, and possibly "class" 
radio. Budget for introduction is 
.S2.'>(),000. and distribution is 
through Faber, Coe & Gregg. Pro- 
duction started at a half-million 
cigarettes a month and will be 
lipped to 2 million in \o\ember 
to take care of New York and either 
Miami or Pittsburgh. Gemiin' is 
currently on some 115 stands in 
N.Y.C. Head of .\driatic is Milton 
-Sherman, former \.p. at American 
Tobacco and at Heggio Tobacco 
w hen the latter introduced Regents. 
Main factorv is in Richmond. 




38 



West coast shop strikes oil: Eisa- 
man, Johns & Law Advertising of 
Los Angeles, which has directed 
advertising activities for the Pennz- 
oil Co. of Caltfornia in 13 western 
states for the last six years, has 
been appointed the agenc\' for 
Pennzoil Motor Oil and lubricants, 
effective 1 January. National ad- 
vertising had been handled b\ 
Fuller & Smith & Ross, Cleveland, 
for the last 28 years. Move follows 
decision by Pennzoil to moxe its 
national advertising headquarters 
to the western office in Los Angeles. 
Fred L. Williams, who has been 
advertising and sales promotion 
manager for Pennzoil's Western 
company, will now take over in 
the same capacity' for the entire 
marketing area. Other agenc\ ap- 
pointments include Consumer 
Home Products Corp. to Clayton- 
David &: Assoc.: Tropic Fresh Sales 
to Rumrill Co. for its frozen 
daiquiri and whiskey sour mixes 
which are distributed nationalh . 



NEWSMAKERS 



\\ii.Li.\M C. JoHxsroN to presi- 
dent of Street & Finne)' and Lee J. 
Trudeau to executive vice presi- 
dent. Johnston succeeds Robebt 
Finney who mo\es to the new posi- 
tion of board chairman. 

Joseph Scheidler to \icc presi- 
dent and management representa- 
ti\e for Foote, Cone & Belding on 
Lever Brothers. 

John E. Bernardy and Roberi 
B. Funkiiouser to vice presidents 
at BBDO in Pittsburgh. Gary J. 
Neale and Joseph Tranchina to 
vice presidents in the agency s New 
York offices. 

George V. Recht to \'ice presi 
dent and controller of John \\". 
Shaw Advertising, Chicago. He was 
controller for the Moebius Corp. 

Ronald A. Sampson to the Chi- 
cago office of Foote, Cone & Beld- 
ing as assistant merchandising su- 
pervisor. He is a former advertising 
vepresentati\e with Ebon\- maga- 
zine. 

Rodney Erickson to vice presi- 
dent and general executive at 
Maxon. He was vice president and 
a uH'mber of the plans board of 
Young & Rubicani. 

Allan Mitcheli. to \ice presi- 
dent and creative director of Comp- 

SPONSOR/28 OCTOBER 1963 



m^»{^. 



toil III Lus Aiii^ilis, llvHoiu J 
Si'i.i.iVAN to account executive; and 
(liivmis II. Ki II IS to ilircttor of 
f«'l(\isiim roiniiicriial prtHJiutioii 
Mitilu-ll was vice presiilmt ami 
i-opN uroiip head at ()uil\\, Benson 
and M.itlici. Siilli\an was witli 
L«niuii and Nrwfll and Anderson- 
Mc(."oiinell. keiliis was executive 
vice president and neneral inanaijer 
of (ieorye Feniu-inaii Fr<Klnetit)ns. 

Aiu.YN K. ('()!. K to cliairman ol 

the hoard of Cole & \\'eh»'r in 

Portland. C^Konc.K II. Wevek of 

1 Seattle moves to at'eney president. 

Don F. Siai'I.ks to creatixe di- 
t rector of Chase & Co., San Diego. 

Uii.i.iAM W. Kkwedy to vice 
president of Cre\ .Vdverlisini:, I.os 
.\niieles. 

NoHMAN FosiER to president ol 
the San Diego Assn. of Advertising 
.Xgencies, succeeding Fkank 
Skki.ky. 

C.KOHCii: lihiu.MA.N to liegal Ad- 
vertising as director of public re- 
lations, lie was an account director 
for Mortimer Mat/ Assoc. 

Cl.\vdf. Bruner to account exec- 
utive with Gardner .\dvertising, St. 
Louis; JosKi'ii Cju.AiriU) to creatixe 
grtnip supervisor; CiiARi.h>i J. Prince 
to account executive. 

Georc.e H. Freyernuiii to senior 
vice president of Hill and Knowl- 
ton s nexv office in San Francisco. 

Stexx Auld to account executive 
of Vineyard- 1 lernly & .Assoc. He 
was adxertising director of Capitol 
Records. 

Ricu.xrd Pivkilxm to the nine- 

an Broadcasters .\dvisory Com- 

ttee of Telexision .\ffiliates Corp. 

? is senior x ice president in charge 
media and programs of Ted 

tes. 

Ed Stj-.hling to broadcast depart - 
nt administrator of Carson 
loberts in Los .\n!zeles. 

Oscar Reinosa to xice president 

id general manager of National 
rt Adxertising Service de 

lerto Rico. 

Harry Grey, xice president in 

ge of the commercial film de- 

ent of BBDO. died last xveek. 

Harold .\. Smith to assistant to 

le president of Needham. Louis & 
rorbx in Chicago. 

LoRNA OivxTOXv has foniied lur 

'xxii agencx, Opatoxv Assoc., mar- 

vcting and research consultants. 

■>he was associate research director 

t 11 ('.list Magazines. 




C.\HL E. Reisti.e. Jr. to chairman 
of the board and chief executixe 
officer of Humble Oil & Refining. 

RoBKHT D. Richardson to ac- 
i-ount e\«'cutixt' at Bruce B. Brex\<r 
He xvas xvitli I .unlxit ^ I'l .islcx in 
.\ew York. 

.\HCH MAtIH)\ A1 1) to COpX '^Itiill^ 

supervisor at Post-Keyes-Gardiu-r 
in Chicago. He xx'as creatixe direc- 
tor and X ice president of CamplH-lI- 
Mithun. 

Colli N(;xx-ooD H. Hxrris to Knd- 
ner as an account executixe. He 
xxas xvitli the S. C. I. Division of 



Interpubh'c. 

Frederic J. Coxv.\n to acctnmt 
supervisor at Papert, K*H*nic. lj(ns 
He xxas a vice president at Kudner. 

PxiL Wxc.NKR to the "^ 
office of ('lif I'nruurMiii 
executixi 

T. H. Hoi 1 INUSXMIRIII [>> 

executixe of Herb*Tt M 
Formerly he v- di- 
rector of the Bo'.i. ^ - . ■ rp. 

Edmond O'Nkiu to I. WalttT 
Tliompson 

twv. He w.i ' 

son in L<« .Anueles. 



PONSOR L'S OCTOBER 1963 



89 



AGENCIES 



K&E would 



Study of the top 50 tv 
markets shows station 
subscribers exceed 
the national average 



PUBLISHER'S REPORT 

continued from ixigc 9 

stations in the top 25 markets per 
K&E market rankings. The whole 
idea took a leap forward when it 
was found that 87% of all t\ stations 
and 76% of key radio stations in 
these markets subscribe t(j the SAB 
Codes. 

But it was a ]x)ld step to take and 
final aetion was slow. 

Then on 9 October Steve heard 
FCC Chairman E. William Henry 
tell the IRTS in New York that he 
considered tv and radio commerci- 
als an especially important prob- 
lem. That sounded like government 
intervention. "What are we waiting 
for?" he asked himself. 

The proposal was taken up and 
passed by the executive committee 
consisting of Bill Lewis, David 
Stewart, and Steve. Now it was 
official. 

E.\cept lor one thing — K&E 
clients. 

During the first two weeks of 
November the Code plan will be 
presented to all clients concerned 
with national sp<;t. These include 
Beecham, Mead Johnson, R. T. 
French, International Latex Iso- 
dine Division, National Biscuit cer- 
eals and dog food divisions, Pabst 
Brewing, Wliirlpool, Quaker State 
Refining, Ford Motor (^o., and 
Lincoln-Mercur\ . The\"ll luue to 
pass on it. 

In m\' Publisher's Report of 30 
September I w rote after a breakfast 
with CJhairman Henry that "I think 
he'd like to get out of tlu' com- 
Miercials mess — but with honor." 

The K&E plan offers that 
oi^portnin'ty. 



TTt'M/ 




Kenyon & Eckhardt pinpoints, adherance 

More than 87% of the tv stations (148 of 170) in the top 50 mar- 
kets arc subscribers to the NAB Code, the report below, com- 
piled by Kenyon & Eckhardt reveals. In comparison, only an 
estimated 70% of all U. S. tv stations subscribe to the Code. The 
top 50 tv markets, K&E also notes, represent a coverage of 
more than 70% of U. S. tv homes, while the 170 stations rep- 
resent one-third of all commercial tv stations in the United 
States. With the exception of Boston and Huntington/Charles- 
ton, non-subscribing stations account for less than one-third 
the share of audience in their respective markets. 



NAB Subscribers Non-Subscribers 

rr Of i; Of (Share # Of (Share 

% Of TV TV Of TV Of 

TV U. S. Chan- Chan- Audi- Chan- Audi- 

Ranl< TV-Marl<et TV Homes nels nels encc' ) nels ence*) 

1 New York 10.00 6 4 (79) (2) (20) 

2 Los Angeles 5.12 7 6 (93) (1) (7) 

3 Chicago 4.43 4 4 (99) (— ) (— ) 

4 Philadelphia 3.84 3 3 (98) (— ) (— ) 

5 Boston 2.65 3 1 (36) (2) (60) 

6 Detroit 2.48 4 3 (84) (1) (16) 

7 San Francisco/ Oakland 2.32 4 4 (93) (— ) (— ) 

8 Cleveland 2.32 3 3 (100) (— ) (— ) 

9 Pittsburgh 2.08 3 3 (93) (— ) (— ) 

10 Washington 1.58 4 3 (82) (1) (16) 

11 St. Louis 1.53 4 3 (91) (1) (10) 

12 Dallas/ Ft. Worth 1.34 4 4 (100) (— ) (— ) 

13 Minneapolis/St. Paul 1.31 4 4 (100) (— ) (— ) 

14 Indianapolis 1.20 4 4 (100) (— ) (— ) 

15 Buffalo 1.16 3 3 (99) (— ) (— ) 

16 Seattle/ Tacoma 1.11 5 4 (100) (1) (2) 

17 Atlanta 1.04 3 3 (100) (— ) (— ) 

18 Baltimore 1.14 3 3 (95) (— ) (— ) 

19 Kansas City 1.04 3 2 (67) (1) (33) 

20 Hartford 1.06 4 3 (67) (1) (1) 

21 Houston 99 3 3 (100) (— ) (— ) 

22 Cincinnati 1.03 3 3 (99) (— ) (— ) 

23 Milwaukee 98 4 3 (97) (1) (2) 

24 Memphis 81 3 2 (70) (1) (30) 

25 Miami 88 3 3 (90) (— ) (— ) 

26 Birmingham 82 2 2 (100) (— ) (— ) 

27 Columbus, 88 3 3 (100) (— ) (— ) 

28 Portland, Ore 83 4 4 (103) (— ) (— ) 

29 Tampa/ St. Petersburg 81 3 3 (99) (— ) (— ) 

30 Huntington/ Charleston 78 3 2 (33) (2) (68) 

31 Nashville 74 3 3 (100) (— ) (— ) 

32 New Orleans 76 3 3 (99) (— ) (— ) 

33 Louisville 72 3 3 (100) (— ) (— ) 

34 Denver 71 4 4 (100) (— ) (— ) 

35 Providence 75 3 2 (68) (1) (9) 

36 Charlotte 68 2 2 (99) (— ) (— ) 

37 Sacramento/ Stockton 69 3 2 (71) (1) (24) 

38 Albany/ Schenectady/ Troy 70 3 3 (100) (— ) (— ) 

39 Grand Rapids/ Kalamazoo 70 3 2 (85) (1) (14) 

40 San Diego 64 3 2 (71) (1) (17) 

41 Greenville/ Asheville/ Spartanburg .59 3 3 ( 91) (— ) (— ) 

42 Oklahoma City 61 3 3 (100) (— ) (— ) 

43 Dayton 63 2 2 (85) (— ) (— ) 

44 San Antonio 52 3 3 (100) (— ) (— ) 

45 Harrisburg/ Lancaster/ York 57 5 3 (67) (2) (30) 

46 Syracuse 57 3 2 (72) (1) (29) 

47 Saginaw/ Bay City/Flint 57 3 3 (73) (— ) (— ) 

48 Norfolk/ Portsmouth 53 3 3 (100) (— ) (— ) 

49 Tulsa 52 3 3 (100) (— ) (— ) 

50 Scranton/Wilkes-Barre 54 3 2 (65) (1) (29) 

Total: 70.3% 170 148 22 

(100%) (87) (13) 

*Mon. through Sun., 9 AM to Midnight Source: SRDS, Spot TV reps. 



40 



SPONSOR 28 (uioBKR VMV^ 



■ 


- 


^^n^i^OBBj|^2^^^PfeB|^^ I, ^ ^^r 


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BROADCASTERS' PROMOTION 
ASSOCIATION. INC. 



1963 SEMINAR 

NOVEMBER 17-20 



I 



SAN FRANCISCO 

JACK TAR HOTEL 



HE ANNUAL B.P.A. SEMINARS 
AVE BECOME A "MUST" FOR 
NYONE IN THE BROADCAST 
ROMOTION FIELD 

• Top name broadcast speakers 
informative work sessions 

• dea-packed program 

• Sightseeing in San Francisco 

"everybody's favorite city" 





SEND THIS COUPON FOR REGISTRATION INFORMATION 

TO: B.P.A. SECRETARY/TREASURER 

215 EAST 49th ST. NEW YORK 17. NY PLaza 2-4255 

PLEASE RUSH ME REGISTRATION AND PROGRAM 
INFORMATION ON THE 1963 B P A SEMINAR 



(name) 
(company) 
(street address) 
(city, state) 



JROADCASTERS' PROMOTION ASSOCIATION 



3NS0R 28 ocumiR I'.Hi.S 



II 



TV MEDIA 



Top-rank stars spark new er 




I tie Kichard Boone Show" on NBC, a new concept in tv— the repertory company 




Dan O'Herlihy is "Jamie McPheeters," George C. Scott (r) stars in "East Side, West Side' 

42 



DICK KLEINER 
Television Editor 
Newspaper Enterprise Assn. 

LAST SPRING, at a meeting of the 
National Academy of Television 
Alts and Sciences, a member arose 
and voiced a sobering thought. 

"This group was organized," he 
said, "to improve television. It 
seems to me we keep gi\'ing Emni\ s 
every year, yet every \ear television 
gets worse. I think we should give 
some thought to dissolving this or- 
ganization." 

Although nobody seriously con- 
sidered disbanding the Academy, 
there were many who, at the time.i 
agreed with the sentiment express- 
ed. For the past five or six years, 
each year's new product on the 
home screen did, indeed, seem to be 
worse than the preceding yeiir's. I 
The frightening part of it was that 
the public didn't seem to care. In 
the fall of 1962 for example, The 
Beverly Hillbillies, which most im- 
partial obser\ers consider a front- 
runner for the title of worst tele- 
vision program ever produced, l)e- 
came a popular favorite. 

There was, apparently, nothing 
the public wouldn't watch. And so 
there was precious little incentive 
for networks, sponsors and inde- 
pendent packagers to manufactnrr 
a product with more intruisic merit 
The philosophy was, obvioush 
"Why bother knocking oursehcN 
out to make something good, when 
they'll watch the junk anyhow? .\nd 
junk is easier, faster and cheaper to 
make." 

Somehow, the new '63-64 season 
seems to represent a turning of the 
tide, a revision of the philosopln 
Not completely, of course. Some ot 
this season's new programs are just 
as junky as ever. 

But there are major exceptions, 
and it is these major exceptions 
which cause the hope to rise. It is 
as though, at the height of a raginu 
storm, one sees a few glints of sun- 
light. 

The turning point seems current- 

SPONSOR/28 OCTOBER 1963 



f improved tv 



Current years product features 
well known actors and actresses 
in drama, comedy, variety fields 



y l(> Ih' ill the area of tli«' act()i» 
who art" aurrciii'4 to tin strirv 
ratluT til. Ill in tin* nature nl tin 
^(.•ru•s tluiiisrKt's. IVrhaps the Ixt 
tor actors, who have rrsistoil tlit 
trap of a st-rit-s Jor many yrars. took 
K'arf at tlu" cxpcriencr of l.vv j 
Cohl) in last \ ear's hit, Tfir \'ii 
]^iniiiii. C.'ohh, ont" ol tlir fiiu'st .le- 
tors ot our tinif, ri'luctantly aijrrrd 
i:o bect)nie rich and signed to do a 
^lorififd Western. His part u.is f.ii 
ifoiii weji-dr.iwn and certainly not 
iein.tndinu, hut he ilid it and c.inie 
)ack tor more. IVrhaps that is \\ li.it 
jiispired the others. 
[ .\t .iiiy r.ile, this years prodiiil 
;s sprinkled \\ ith fine actors, ratlui 
hail the unknown 20-year-old te<n 
,ge bait of two, three years a^o. 

'Tele\ ision." says Dan Ollei 
ihy. "is finally coming of age. The 
itter actors are getting into it 
aw." 

(Vllerlihy is one of these. He is 
tarring in TJir Travels of Jamie 
icPheeters. 

This is the ye.ir of the character 

eading man." says Stanle\ ('olhert, 

vho is producing The Greatest 

±hou- On Earth which utilizes the 

lalent of a character leading man, 

lack Palance. 

And so yon can go down the list 

" the new programs and see tlu 

^ames of fine actors — names like 

)*HerIihy. P.ilance. Ray Walston of 

iy Favorite Martian. Cieorge C. 

3tt of East Side, West Siile. Ben 

ra of Arrest and Trial. Ralph 

ellamy of The Eh-venth Hour. 

lason Evers and Henry Jones of 

yhannina.. and l^irr>- BKden of 

farry's Girls. 

On the variety side, there are 

les like Judy Garland and 

my Kaye. These are a far cr\ 

Jm Keefe Brasselle. 

Looking at the 'aVfii schedule 

iubject to change at the ch-op of a 

ap) one sees some of those glints 

sunlight on virtually every dav. 

lere's a personal \ iew of how the 

v> shows shape up, day by da\ 

er a few weeks of exposure; 



THREESOME FROM NBC 

■ 




TUESOAY-"Mr. Novak" 



M \l) \^ 
(Et:i'niini pruuraiiu mJy) 

■ \H(.' st.irted with three new ones 
One of them, lUO Grand, which 
was supp<)se<l to herald the return 
of the big money <juiz shows, eol- 
l.ipsed and died after tlire«- weeks. 
.\pp.irently. the big mont-y qniz 
shows will not Ih* returning. The 
other two are The Travels nf Jaimie 
Ml I'heeters and .\rrest and Trial. 

J.iimie is b.ised on a fine novel. 
The no\el was not written for chil- 
dren, but the program is primarily, 
it seems, aimed at children. Vet it 
has some uimeccssary violence antl 
crudity. It also has good acting, 
from OHerlihy and James Wester- 
field .ind good guest stars. Tlie 
writing, however, has not lived up 
to the quality of the original Ixxik. 

.\rrc47 anil Trial is .something of 
an exiieriment. It is a ^i(l-minute 
show, more or less divided into 
two e(jiial 45-minute segments. In 
the first, Cazzara. a |>oIiceman, 
(r.uks down and arrests a criminal. 
In the second, ('buck Connors, a 
lawyer, defends the criminal. The 
show, obviously, is an attempt to 
( .ipitali/.e on the succx'.ss of l)oth 
crime and legal sh«)ws. .\t times, 
it seems hamstrung by its own for- 
mat. .\t times it works well. .\nd 
I In- pn»gr.un deserxes a pat on the 
< r«Hlits for its casting ui its stars — 
one would have expecte<I Gazzara 
to Ih^ the lawyer and Connors the 
policeman. The switch is a ho|X'ful 

■ C.'B.S has tw»i new Sunday eve- 
ning shows, neither of which needs 
much explanation. One is The Judy 
Garland .S/ioir. If ymi like Judy, 
\t)u're happy. If not, y«»ull time to 
Uonanui. But there am b«* no gain 
— s.i\ing the fact that she is one of 
the m«»st resjx*cte<l «'ntertainers of 
our age. The fact that she is do- 
ifig a weekly tele>Tsit»n program is 
|iriM)f that tt'h'vision is our niimlwr 
one entert.iinmeiit medium tinlay. 

My Favorite Martian. CBS" other 
new Sundav c\ening show •- 



lir/28 OCTOBKR l%3 



43 



TV MEDIA 

situation comedy plain and simple. 
The situation: Ray Walston is a 
Martian who blunders onto Earth 
and stavs. The corned) : the Martian 
learns to live with our Earthly 
idiosyncracies and peculiar ways. 
It is a cut above the situation com- 
edies of some years aj^o — remem- 
ber the one with the monkeys? 
■ NBC only has one new show on 
Sunda\' evenings — Grindl, which 
replaced Car 54, Wficre Are YoiiP 
\\[]\()[ij:}) C.rindl lias the talented 



POPULAR TRIO AT ABC 



iinogene Coca, most viewers would 
probably welcome back Joe E. Ross 
and Fred Gwynne. Grindl is a 
tired story of a maid who nets into 
the middle of crimes- — a kind of 
crime-prone Hazel. It is not an in- 
spired situation. 

MONDAY 

■ ABC expanded "Wagon Train" 
from one hour to 90 minutes and 
addi'd color, but one hour was 
(|nite lony en()u<4h. Two new Mou- 




da\- night programs are The Outer 
Limits and Breaking Point. The 
former is pure science ficticm. It 
is badl\- programed — 7:30, when 
the kiddies are watching, is hardly 
the time for monsters and such. 
But it is well dcme, imaginative 
and, if you like the genre, a winner. 

TIw Brcakitig Point is an una- 
bashed copy, with minor changes, 
of the successful The FAeventh 
Hour. It has Paid Richards and Ed- 
iiard Franz as two psychiatrists. 
15()th are experienced actors but the 
show represents nothinu new or un- 
usual. 

The only new offering on CBS' 
Monday line-up is one oi the out- 
standing new shows. East Side, 
West Side captured George C. 
Scott, an electrifying actor, as its 
star. The unfortunate thing is that 
a series star seldom has as much 
opportunity to be electrifying as a 
si-ries guest star. 

Thus, Scott, as a New York social 
worker, must stand on the sidelines 
and offer heart-warming advice to 
a procession of lesser actors, ap- 
pearing as people with a variety 
of problems. But the program has 
stvle, good writing, excellent pho- 
tography. In its aim, at least, it 
represents a distinct step ahead. 
■ On NBC on Monda\s, the only 
new addition is Ilolhitiood and the 
Stars, a half-hour of paste-work. Old 
lilni clips about old film stars are 
stuck together, it is something like 
browsing through a file of dusty 
tan magazines. 

TUESHAY 






FRIDAY— "Burke's Law 
14 



TUESDAY— "The Greatest Show on Earth" 



■ ABC; offers two new shows on 
Tuesdaxs. TJir Greatest Show on 
Earth lias Jack Palance, a circus 
background, good guest stars and 
color. The same problem which 
confronts George C. Scott also con- 
fronts Palance — he's the star, so 
basically a straight man for the 
emotional problems of the guest 
stars. The circus motif offers good 
dramatic possibilities, \et the show 
is realK' a simple ad\enture yarn 
if \ou strip the three rings away. 

rlie I'ugitice has an interestinii 
[M-emise. .-K man ( Da\id Janssen) 
is an innocent eonxicted killer. He 
escapes and, ever\' week, assumes a 
new identit)- in a new locale. In 
each spot, he meets new people 
and has a ni>w achenture. .\fter 6() 
minutes, something happens so he 

SPONSOR 28 ch:i()H1r l!«i:> 



h 



I must (It'c tilt- |)iirsii«-rs .iiul tin- 
(Insiiii; c-oinriuTcial. Iliis is (lie 
s.iinc form. it that winked well mi 

' lioiilr (id — raili is a (lc\itr to iii\c 
till' star ( DiiiplrtrK iiiw siiiidiiikI 
iii<4s ra( li uick. It rriiiaiiis to l)i- 
NCfii uliitlii T tin- (lr\ iff ot a man 

' llrt'inii flic law is siilficiciit to sus 

' t.iiii intiicst o\t>r a srasoii. 

■ rlir iiiil\ tliim» lU'W on (!M.S on 
' TiifsdaN niulits is Pritii n<it jiiiK - 
' lii'ii. This is a spin-oti lioni I'lii 

Hvvcrly lliUhiUus and an attmipl 
to (•ai)itali/r on tlu- nrw l\ -disi ov - 
tT«'<l andifiKf for ham hocks and 
fliiiiK -disniiisi'ti dirt) jokes. 

■ \IK. has two iti'ins of cxifllciKr 
' 1)11 Tiu'sdaNs. Mr. S'ovak is a fine 

dramatic hour, with a hiyh school 
scltin'4. Dean jammer pla\s the prin- 
cipal and James Franciscns is the 
'Mr. \'o\ak of the title, a Nonnu 
teacher. The hackuromid and the 
St«)rics pro\ idr the proi^ram with a 
chance to contribute somc-thinii be- 
'yond mere entertainment — thev 
Ciin. perhajis. further the life of 
American teachers. I-'acii if this 
hope is not realized, Mr. Xovok at 
least offers a ijood hour of dra- 
Imutics. 

The IHcIkikI Bootu- Slion inifor- 

Itunateh premiered with a weak 

ort. But snbsecpienf dramas will 

irove that this is an antholo<4\ 
•ur of taste and, occ.isionalK , 
irinu. There is clarinR, too, in the 
meept of the show — it is a reper- 

ory compan\, with the same actors 
■appeariiiii each week in \arioiis 
roles. Most actors feel that reper- 
lor\ is the iiltim.ife test and i^rcMf- 

•sf chalic-niie. It has onl\ been tried 

i lirielK before on tele\ision. This 

^vill be a most interesting experi- 

nent to watch. 
One other note on NBC's Tues- 

la\ schedule. Rcdi'^o is a cut-in- 

Kilf \ersion of last Ncar's hour-long 
' mpirc. Perhaps, if were luck> , 

lext season will see it a lo-minute 
•how. .\nd then 7'j-minutes the 

ijlowing season. 

iiinht even slice 

lisaiipearance. 



THREE LEADERS ON CBS 



ritimately, it 
itself into tot.il 



^^ >:i)\Ksi) \^ 

AIK: has 77/< /',///,/ Dnkt Slum 
■a simple sifiuitinii comecK . whic li 
k'ustes Miss Duke's considerable 
Jents— .md Chatminii. This, like 
fr. SoKik. has an educational 
erne. Clumnini: is the n.une of .i 
Ictional college, with llenr> Jones 




SUNDAY— "My Favorite Martian' 




SATURDAY— "The Phil Silvers Show 



n» 




«*• ^* ^' ,l«^ 

1 ^^^I« VJ 



.Hid J.isiin l.xers tl 
bers Where A/r \. 
going in for laud.iblv p<i\vrrtui 
themes, Ciummuu is frittering aw.e. 
Its hour witii conventional stories. 
The premiere, for inst.iiicc. had 
nothing whatever to do with the 
, iilhgj- — KvtTs tli.se«iverfd a Death 
Mow literary gj-niiis and tne<l to 
'.^.lin his frej^Ioin. Tin- actors here 
.ire giMKi, but the pmi^rain slmuld 
iii.ike more of its setting. 

■ Thrc-e new programs grace ('BS' 
Wednesday schedule. Kirst is 
(linitiiclr, which will more-or-ievs 

ilternate w ith ('US Hrpttrls. Chron- 
irir is an attempt to do for the 
( ultiir.d-historical area what CHS 
Hiports cliK's for the news-current 
events ar«M. It is produced by tin- 
same team which ii.setl to turn out 
the hiuhb-accl. limed .\rrrnt series, 
bill in the prime time b.ittlegrotind 
(he\ will have le.ss fre<>dom to ex- 
periment, ('lis' head of public af- 
lairs prouramiim, John Kiermaier, 
s.iNs th.it wh.it Artcnt had that 
Chronicle docs not have is "the 
Ireedom to be wrong." Many pro- 
'4rains ap|).irently can Ix- wrone 
even without the freedom to do .so. 
C.li/ni.s. another new CBS show, 
li.is the lovely and talented Clynis 
Johns but not much else-. It is 
.mother of those shows .ilxnit a 
won). in who gets in\<)lvc-d with 
mysteries. The object is a kind of 
chillinii comecK. but this one-, 
r.ilher th.m chillinv:. just h-a\«-s the 
\ iewers cold. 

The third of CBS Wednesday 
newcomers is The Dtinmj Kayr 
Shoii Dannv is Dannv — enough 

s.lid. 

■ NBC's sole new Wc-dneschiy nicht 
iiitr.mf is Espioiuiiir. This is made 
Ml I'airope by the same priKluction 
house that prixluces The Defenders 
.inci Tiie \urses. both hich-c|uality 
shows. .\nd the new one seems to 
be .1 winner, tiw), from a ({uality 
standpoint. But. iH'caii.se it is up 
against such high-i>ower drawing 
c .irds as lien Cn.sey and The Hev- 
rrhj llillhillies. it is prob.d>ly 
diMimetl. .More's the pit\. 

Till USD VV 



SUNDAY-"The Judy Garland Show 



■ The only new prour.nn on .VBCr's 
rhursda> schetlule is The Jimmtj 
Dean Shotc. Dean is a likable, 

(tiuntrx ■■' ■ ' .ic. 

\ud he lit, 

c-ountn -Ha\c»re<l entertainment. But 



W/28 ocTOBKR 1963 



•In 



TV MEDIA 

tlie program does not represent a 
great step torward in the art ( or 
science ) of tele\'ision. 

■ CBS has no new program on 
Thursday, and NBC has only one- 
and-a-half. The one is Temple 
Houston, a hastily added program 
thrown into the gap when The Rob- 
ert Tmjloi- Show proved to be (for 
whichever rumor you choose to be- 
lieve) unworth)'. Tenii)}e Houston 
is a Western, i^ure and ver\ simple. 

Alternating with Perry Como will 
be The Kraft Suspense Theater, a 
straightforward anthologx series of 
mystery dramas. 

FRIDAY 

■ Burke's Law and The Farmers 
Daughter are ABC's new Friday 
shows. The former is a tongue-in- 
crime series about a millionaire 
policeman (Amos Burke) who 
travels to and from the scene of 
the murder in a Rolls-Royce. Pro- 
ducer Aaron Spelling has wisely 
concentrated on a sophisticated 
comedy approach to his killings, 
and added a casting gimmick. He 
lets name guest stars play odd 
cameo roles, with the result that 
(he says) the name guests are 
clamoring to appear on the show. 
So the program has top box office 
names popping up as suspects, and 
the whole flavor of the program is 
one which would appear to make 
it a commercial winner. 

The Farmers Daughter, loosely 
based on the old Loretta Young 
movie, is a bright comedy with 
Inger Stevens a bright and beauti- 
ful leading lady. It's a low-budget 
show, comparatively, and, while 
contributing nothing new to the 
television scene, could easih' be a 
sleeper success. 

■ CBS offers The Great Adventure. 
and the program itself has had 
some great adventures. There have 
been resignations of producers, 
abrupt changes of policy, internal 
dissension and such. The chief bone 
of contention appears to be that 
the original idea — true stories of 
history — was not blood-and-thun- 
derish enough for the network. The 
original producer wanted to con- 
centrate on thoughtful stories. The 
network wanted more action. And 
so we have more action. And a new 
producer. It will take some months 
to see whether the changes were 
wise. After the first few shows, it 



would seem they were not, but a 
final decision must be reserved. 

■ XBC, on Friday, has two new 
shows — or, again, perhaps one-and- 
a-half would be more appropriate. 
The Chrysler Theater is a dramatic 
anthology series alternating with 
Bob Hope. It seems to be a good 
\\orkm£|nlike dramatic program. 

Harrys Girls, with Larry Blyden 
in the role Gene Kelly played in 
Les Girls, is shot in Europe. It got 
off on the wrong foot by showing 
some weak episodes, and got a criti- 
cal roasting because of this. But it 
is no worse, in essence, than many 
other shows which have gone on 
to be successful. Of course, it is no 
better, either. Blyden is a cut above 
the usual comedy series star in act- 
ing ability and, hopefully, subse- 
quent episodes will improve. 

SATURDAY 

■ On Saturday night, ABC ex- 
panded its surprise hit, Hooten- 
anny, to an hour. And then, for 
reasons which escape most people, 
gave Jerry Lewis two hours. The 
good thing about this is that The 
Jerry Lewis Show is live. The bad 
thing is that the live show is Jerr\ 
Lewis. He has undeniable talent, 
but no show business discipline or 
self-control. 

■ CBS has The Phil Sikcrs Show. 
a comedy built of tried-and-true 
elements, notabh' Silvers. He has 
transferred his Ernie Bilko charac- 



ter to a factory. While Phil sa>s that 
this character is one he has been 
playing for years — even before 
Bilko was ci'eated — the new show 
does try to cop\- the Bilko format 
in man\' ways. There is a group of 
factory hands (instead of a pla- 
toon ) ; there is a boss ( instead of a 
colonel); there are the same basic 
situations. But why carjo — it is al- 
ways a credit to tele\ision to have 
Silvers on regularly. 
■ NBC's sole Saturday newcomer 
is The Lieutenant, a simple adven- 
ture yarn with the setting of the 
l^eacetime Marine Corps. Nothing 
remarkable here; the Corps lends 
itself to a program, but the program 
is ob\iously treading ver\' carefully 
lest it step on tender toes. And so 
it cannot be completely honest. 
Nothing can be done or said which 
in an\' way casts anything but shin- 
ing credit on the Marine Corps. 
Thus the program is handicapped 
severely. 

That's the crop. There may be 
some new ones as some of these 
fall by the weary wayside. It may 
not seem like a memorable group, 
but in two respects it is a distinct 
improxement — first, the qualit\' of 
the stars is better, from the stand- 
point of their acting abilit\', than 
heretofore; and, second, there 
seems to be a few indications that 
television is doing something it 
hasn't done too often before. 

It is experimenting. ^ 



''^yMwwMwtw'vofcw v\^- 



f^^^KWff^y^y^- V 



Students get intro to sales promotion 




To promote back-lo-scliool l)u\ ini; for flic bi'iicfif of area merchants. 
WRCB-TV, ChattaiiooRa. Teuii., featured a C:ollei):e Board on the air 
daily for three weeks during that shopping period. The>' appeared on 
"Today with Morris," variet>' sho^^. and Bulletin." a panel prograni 



46 



SPONSOR 28 ocroiuK 1963 



p/tv rating reality 
depends on evaluation 

Tlic kiiul til ii'.ilitv r\ anil i.ulin 
iatiiii;s rrllfit is oiw \\ liii li lU-priids 
on how IIk' stalistics arc iiitfrpreti'd 
and I'valiiatfd. aciordinu to Oliarlrs 
T. I,i|)si timl), pnsiilt'iit nl tlir 
Biirt-aii (if .\(Ki'itisiiii; ol tin- Ann r 
lean NfwspaiH'i" I'uhlisluTs Assn 
At tlic annnal nit'otinn of tlu- Audit 
Buri'au of C'iitnlations. last week in 
licami, lu' said; "WV know flial 
iC circulation fij^uics represent 
.material things — copies of a news- 
, paper or inana/ine which ut-re ac- 
Ituullv distributed and paid for 
iUdience fiuures, on the other 
ind, represent statistical projcc- 
ions uiiieh should not he tonfused 
ith r«-al fhiniis." 

"I'luiualified appliealniu oi rat- 
|UDg figures has produci-d anit)nii 
jency men, according to Lips- 
inih, the "erroneous notion that 
iwspapers ha\t' a higher epni 
tv. "when . . . our exhausti\e 
ilysis of all the a\ ailable research 
evidence indicates that newsp.ipers 
•f hiiihiy ctmipctitive in their cost 
iciencN. ' 

Lipscomb said he was "ulad" 
iroatlcasters are planning prourams 
ratings \(>rificafion, but a\erred 
lat verification, "to be truK objec- 
IVf . . . cannot be handled b\ the 
ium alone." The "three-way re- 
itionship" of the medium, the 
igenc\ . .md the adM'rtisers "is one 
the ureat strengths of the .\BC 
'hich we hope our broadcastinij 
lends will keep in mind as fhe\ 
[et into this area." 
Measurement of the broadcast- 
ig audience, Lipscomb said, is 
used on "simulati'd data" which 
Iocs not represent a straightfor- 
rd percentaging of field results. 
[e called .ABC's service t<» news- 
ipers "reliable" and "detailed, 
id said it pro\ ides "sfronu under 
inning tor these newspaper sales 
ies . . . we make to adverti.sers 
id acencies." 

Cap Cities gains 41% 

apital Cities Broadcasting rep<irts 
1 net profit for the first thn-e cjuar- 
iTs of 196.3 of .SL3-21.796 a ^ain of 
If' o\er the 1962 total of S9.39.197 
Per share earnings were $H)6 for 
he 1962 peri(Kl, against T.5r for the 
^imilar 1962 segment. 




Aniforms production people setting up their equipment for HO commercials 

Animation stays film medium 
as Anitorms torsakes tape 



AMKOHMs. In(.. which permitted 
tape to break the animation 
barrier, has forsaken the medium 
and turned to film. It was ouK 
eight months ago that H-O Oats, a 
Best Floods product, annomucd the 
completion ol the first animated 
cf)mmercials on tape, made possi- 
ble with aniforms. The spots are 
still being aired. 

The breakthrough was eonsidrr- 
ed major, .\nimation was one of the 
only things film could do that tape 
could not. Therefore, even though 
.Aniforms was a small organi/ation. 
its significance to the tape industr\ 
was great. 

The first filni anim.ition commi-r- 
cials using .\niforms were [ircnluced 
last week, again lor liest Foods 
\niform people sa\ they will now 
stick with film. 

Bec.iuse tlu' technicpie is pati-nt- 
ed. the re\ersal leaves tape airain 
high and dry with nothing but 
"technical possibilities" of doini; 
animation (the only possible mi-th- 
ikI discussed usetl ci-ll animation 
with special editing b\ Editec. 
equipment which only one tap*- 
house now owns. The ec-onomics nl 
the method are unknown). 

Inlike film, which utilizes hun- 
dreds of drawings. .Aniforms pro- 
vided tape with t\vo-dimensi<HKd 



puppets which perlorm ui front of 
the camera. By reversini: i>olarity 
the techniipH- appears like film 
.mimalion on t\ . 

Since the .Aniforms company has 
done very little — two commercial 
series on tape- and one (»n film — 
the breakthrouiih and loss for tajv- 
is jiureK theoretical. 

The "switch" to film is being 
made because the medimn is nior** 
economical." according to Frank 
.Abrahams, general manager of .Ani- 
forms. The two Best FcxkIs com- 
mercials «m taix* c<«t $.S.()(*l vs. 
S4..T<X) on film. 

"While changing to film, the 
technicine ha.s lost none of its ad- 
\antaiies of sjM-ed or the ability of 
h'tting flu- client watch e\»T> siml 
as it was filmed throtigh a closed 
eirmiit tv system," says Vbrahams. 

"In .iddition. the ayencN prt>- 
dueer had the additional acKantage 
of screening all the fiK>tage later 
and making adjustments later, an 
.icKantage «»nly iJossibh* <»n film," 
he said. 

"FinalK. the agene>- as well as 
(HirseUes were relievetl that thc>' 
did not have the pressure and the 
worn about the time it t«»ok in 
frcmt of the camera, a cmistant 
concern when working on tape at 
a fixetl prii-e per h«»iir." ^ 



SPONSOR _',s (), loiii K j'Mi.i 



TV MEDIA 

Youngsters Hold own carnivals 
for station's fund-raising 

WLWI enlists Indianapolis area children to use 'Deadwood 
Stage,' go-carts, act in plays for community drive 



P«omoiu).\-.\iim)i;d television sta- 
tions \\ ith an eye to doing good, 
in addition to boosting themselves, 
are winning good friends and influ- 
encing people in the non-profit 
ranks, in behalf of the medium. A 
number of the stations are enlisting 
the aid of advertisers for a good 
cause, either to participate actively 
in the charitable endeavors or to re- 
linquish their advertising spots to 
organizations' campaigns. 

One of the ways to cement com- 
munity relations is to draft young- 
sters as helpmates, then reward 
them with "surprise" events at the 
conclusion of their participation, as 
was done recently by Indianapolis" 



\\ L\\ i. The (-'roslcy station was ap- 
proached to aid the March of Dimes 
Foundation in a dri\ e to raise funds 
for its child patient care program, 
so decided to enlist xoimgsters in 
the commimity, as all monies raised 
would be for their benefit. 

Creating what it called Channel 
13 Carni\als, the station kicked off 
the campaign on its Monda\- 
through-Friday Kindergarten Col- 
le<ie, turning over a portion of the 
hour program each day to telling 
young viewers how they could help 
other children and do themsehes a 
good turn by holding a carnival in 
their neighborhood. On-air promo- 
tional spots were also used, and the 



combination of the two brought in 
nearl) 800 requests for Carnival kits 
supplied by the station, which in- 
cluded ideas and material for booths 
and attractions. 

The carnivals also showed the in- 
ventiveness of the youngsters, with 
one western-minded group building 
its own Deadwood Stagecoach w ith 
a law n-mow er supph ing power, an- 
(jther presenting an original three- 
act play, and still others using go- 
cart and ponx-cart rides as well as 
such "old-fashioned" favorites as a 
dimking de\ ice. The children raised 
o\er S2,300, ranging from 65 cents 
from one carni\al to $129.99 from 
the one-da\ affairs. 

At the conclusion of their carni- 
vals WLWI invited the volunteers 
to appear on Kindcr<iartcn College 
to turn o\er the proceeds, and alsoii 
gave a mo\'ie party for the young- 
sters at a downtown theatre, as a 
means of thanking them. Host for 
the excnt was Bill Jackson of thi 
stations Mickey Mouse Club, wh 
appeared in his club "uniform" t 
introduce the program and take 
charge of the proceedings. ^ 









Viissinn out rrrtil'uiiirs of iippri'cialioit lo youlhjitl inhinleers 
who look purl in ihr Chnniipl l.J Ctirniiul 'iipfx'r 1 1 in ihr 
Inn hrr-hostrss of K iil(liTf:iirtrii ('.ollrfsr. thittu' iirc stiiiii' of llir 



tieiiccs itsod hy the children lo help rttisv funds. inclii<lini: ■' 
"Driidtiood Sliiiieroach." uo-nirl. iind real morry-no-ronnil. ti 
riiihl. Iiio \ouni;sleis roiinl ihrir din's "liikr" from ihvir turuinil 



48 



SPONSOR 28 ocToiuK 1!"' 



Rand gets $2.1 mil. 
for Palm Beach r^tv 

Hand Hroiulcasl inn's W I'. A 1 .iiui 
W K.\T-T\". W .St I'alin li.ai 1., Fla., 
Iia\f \h-v\\ sold for $2.1 niillinn to 
Jolm I) Mat Artlnir. prrsidnit ot 
Ho\al .\nurii.in Inilustrifs and dr- 
vt'It)|MT of tlu- city of Palm Beach 
(iardiiis. anil will !><• opt-ratrd l)\ 
(^iidiMis Broadcast inn, a wliolK 
owni'd subsidiary. Palm Beach Trl- 
i'\ ision ('o.. part-nt of \\'K.\T-T\'. 
Ii.is opt-ratrd tlu- stations sincf 1 
July 1957. 

Bfx Hand, pnsiiltiit ot l^mil 
Broadcasting, said Mac.Arthnr pur- 
cha.sfd all taniiihlr and intaniiiblr 
a.ssfts, rvci'pl cash antl rcct-iv ahlrs. 
llf said tin- decision to .sc>ll was 
niailf in order that he eould eon- 
ctMitrate his time on WIN'/, Miami, 
and \\ IN(^). Tamjia, hoth owned In 
Hanil Broadcast in<4. Bertram I.eh- 
har, jr. was minority owner with 
Hanil. and served as e\ee \ .p.-ueii. 
niur. 

Mae.\rthnr. who eurrentlv owns 
5()-kw K(;A. .Spokane, said \\ KAT- 
T\' will continue its .\W. affiliatiim 
and he plans to install eciuipment 
to originate color and transmit net- 
work colt)r. lie also said he plans 
a tv center in the city of Palm 
Bi-ach Ciardens which, in addition 
t«) accommodatin<4 local ntvds. will 
provide for oriuination and produc- 
tion of tv proiirams through video 
tajX' facilities. 

Hughes new WXYZ-TV 
adv. and promotion dir. 

I'reNuli lit .mil utiu T.il iiMiia<4er of 
WOHS -KM, Detroit, for the past 
tour \ears. Hie hard N. Iliiuhes has 
been named di- 
rector of .ul- 
vertisinn .nid 
promotion for 
ABC's o&o in 
D e t r <i i t . 
\\XrZ-T\-. In 
the t«'n years 
precechnc his 
post at W OHS. 

Hniihes was an 

account execn- IIh^Iun 

tive and radio and television direc- 
tor of Simons-Michelson. a Detroit 
advertisin'4 auencN . Iluiihes was a 
foundinii meinher and \ ice presi- 
dent of the Detroit Chapter of the 
Sales Promotion Executi\es .Assn. 





liriil \liiiiii> iij iif>i>roiiil: b.il miil trunk lliilur )li\iilii> inrr-Mzr n/.j;.., .; It\ Omithii 

xtnnip detihrs nho rrediled the lltilur uiitn romnterviiils uith iiirrrayint hi* bu.tine*» 

Auto dealer's video spots 
Kiypo rubber stomp business 



iiulac Clie\rolet in an Oinaiia siil>- 
urh is findinu that its f\ commer- 
cials are inacKirtentK booming a 
local rubber stamp business in addi- 
tion to doing a good job in lioosting 
their own sales. Kd and Frank Iiu- 
lac. brothers and co-owners of tlu- 
auto agency, have been advertising 
on KMTV for over four years, most 
of that time ke\ing their commer- 
cials to a shot of one of tiiem slam- 
ming a rubber stamp on a contract 
facsinnle while proclaiming, "Come 
on out . . . We 11 deal." .\s soon as 
the stamp hits the desk the camera 
cuts to a clo.se-iip of the Iiulac sig- 
nature, which .savs: "Okav, we'll 
deal . . . Hulac." 

.\lth()ugh the liulacs ha\e bien 
\c»n,' satisfic'd with their tv ad cam- 
paiizns. and feel their steady in- 
crease ill business can be largely 
credited to the KMT\' commercials, 
the\ recently discovered that their 
spots are causing an even biguer 
boom in the rubber stamp business, 
whieh has iicmi done an\ f\ adver- 
tising. 

The brollurs were surprised to 
receive in the mail one morninir. un- 
solicitc»d. an oversize nibber stamp 
b<'aring the Iiulac siixnature, accom- 
panied with a note of apprt'ciation 
from a loc.d Omaha rubber stamp 
dealer. The dealer e\|)ressed his 
thanks for the interest in rubbT 



stamps generated b> the Iiulac t\ 
spots, and creditt-d the spots with 
increasing his sales. He added ih.tt 
he liojied liuluc's car business de- 
rived as much success as his stamp 
business from the c<»mmi-rcials. 

The Iiulac l)rothers. rather than 
resenting the fact that their com- 
mercials were giving another part>' 
a free ride, think the rubb<>r stamji 
boom is a great indication of their 
audience. Consc>quentIy. in the Iiu- 
lac commercials now being aired on 
KMT\'. tlu' brothers use the giant 
stamp from their "piggy-back" as- 
sociate when applying their sig. 

Taft Bcstg strengthens 
top management team 

.\moni; tiie i\ecuti\e changes tie- 
cided ui>on at the (juarterly lioard 
meeting of the Taft Broadc.Lstinv; 
C]o. recentl)' was the amendment of 
by-laws to designate the Ixiard 
chairman as chief executive officxT. 
and the naming of Hulln-rt Taft. Jr. 
to this post. Taft had prex-ioiisly 
served as president and chairman. 
David Ingalls was elected vi<e 
chainn.m of the lx)ard. and 1 
rencv 11. Houers III. fonnerly i .ia 
utive vice president, was elct-tetl 
president. Rogers, who has s- 
the industry in ctmsullanf and . 
e.ipi'fities for the Tclevi.sion (-<Hle 



SPONSOR 28 »>CTOBER 1963 



\'> 



TV MEDIA 

Review Board and the National 
Assn. of Broadcasters' Information 
and Editorial Committees, is one of 




the founders and former chairmen 
of the board of the Television Bu- 
reau of Advertising. John L. Mc- 
Glay, who joined Taft recenth' 
after many years with the Westing- 
house stations, was elected vice 
president in charge of operations. 

NEWS NOTES 

CBS election buyer: Institute of 
Life Insurance (J. Walter Thomp- 
son) has picked up quarter-spon- 
sorship of CBS' 1964 t\- 'radio elec- 
tion package, including Republican 
and Democratic party conventions, 
election night coverage, and eight 
tv specials. ILI estimates the tv 



pack will total some 62 hours from 
July through November and. de- 
pending on length of the two con- 
ventions, expects its commercials 
will be aired between 75-80 times 
over the five-month period. Bristol- 
Myers and Good\ear shared CBS 
election, coverage with ILI last 
year, but the insurance firm is the 
only buyer so far for '64. NBC. 
meantime, posted SRO on its elec- 
tion pack six months ago, with a 
full-sponsorship buy by Gulf Oil 
(Young & Rubicam). ABC has yet 
to crack the sales ice in the '64 
political arena. 

NBC daytime sales high: Daytime 
sales totaling almost $7 million 
were signed by NBC-TV during the 
six weeks ending 1 October. Two 
of the network's daytime color 
shows — A/m/ng Links and Men 
Griffin's Word for Word — attracted 
a total of 35 advertisers before their 
September debuts, with Word for 
Word almost completely sold out 
for the fall. Among the major ad- 
vertisers in daytime are Sterling 
Drug, which renewed four pro- 
grams; General Mills, which bought 
into nine programs; and General 



Foods, which purchased sponsor- 
ship in four programs. 



NEWSMAKERS 



Philip D. Makklla to assistant 
general sales manager at WIIC, 
Pittsburgh. Johx A. Ch.\mbers to 
the station's national sales service 
for New York. 

Austin A. Harrison to general 
manager of WIHS, under construc- 
tion in Boston. He is the former 
owner and t)perator of radio and tv 
stations in Jopliii, Mo. 

Vix DnTMER to business man- 
ager of CTV Television Network! 
Ltd. 

Todd A. Spoeri to publicit\ -pub 
lie relations manager of WJZ. Balti- 
more. 

Jim Mun'ro to Group \\"s publii 
relations department in New York' 
in an executive capacitv . He w; 
an associate editor of Popular Boat 
ing magazine. 

Bernard Ruttenberg to assistant 
to the vice president of Metropol- 
itan Broadcasting Television and 
Metromedia. 

Peter Molxar to executive pro 
ducer of NBC Sports. 



■el 




50 



SPONSOR L'S ()( Knii K 



RADIO MEDIA 



Radio's renewed vigor 
no fluke, says CBS Radio 

Network notes no one medium is the answer to a sales problem, 
stresses increased use of radio by advertisers as it unveils 
"SRO-1964." new presentation to be shown throughout country 



RvDios 19().J salt's stum' is no fliik«' 
.iiul it's time tlu- skt-ptiis ir- 
ippraisiul lU'twork radio's rriu'wcd 
\ ii;or and capacity to sell thoir prod- 
ucts, rliat's the incssaiic lu'inu dv- 
livcrcd h> (!HS Radio in a new 
pri-si-ntation. "SlU)— 1^)(S J." to the 
nation's advertisers and ai^encies. 

W'liile nofinu that the network is 
not (|uit(- sold out. it is a tact that it 
- running out ot time. In the first 
i\ months of 196.3. 29 new adver- 
tisers were sij^ned up for CBS 
lUicho, it was reported hy Georije 
il. Arkedis, ('B.S Hatho \ice presi- 
ilent, sales. And, he said, business is 
already 49''r ahead of the total for 
last year. 

Tlie l)Oom in network radio. 
Arkedis continued, can he attrib- 
uted, in part, to many new products 
now on the market, the population 
growth, and the i^row inu n-aliza- 
tion that "no one medium is the 
inswer to a sales problem. " .\nd he 
.idded, "\\'e may ha\e instisiated 
that new interest ourselves." 

SUO has many meaninus. tlu' 
network presentation brought out. 
To IxM^in with, the first is "SliuhtK 
lle\ ised ()l)ituary " The medium 
which was supposed to Ih' dyim: 
today averages more than three 
r.idio sets for each .\merican home, 
^lightly more th.m one set for every 
nan, wdinan, and child. 

Pulling no punches on compeli- 
iive media, (^BS Radio reporti-d the 
^econd SRO myth as 'Standard 
I Ritual Opposition." This one. CBS 
I Radio said, takes the form of aruu- 
'ments such as "only teenagers listen 
|to radio . . . only old folks listen to 
Iradio . . ." that only "indies" can 

■11 . . . that it takes pictures to sell 

'day . . . that network radio's too 
complicated to buy . . . th.it tele- 
vision has replaced radio for biu 
tudiences. 

The only limit is the (|ualit\ of 




CBS Radio sales presentation notes 200 million sets, quotes NL&B's Paul Harper. Jr. 



imagination, it was obser\'ed. W hile 
using a combination of w ide-screen 
film and slide visuals, the presenta- 
tion screen went d.irk while a voice 
recited 49 mo\ ing words from "The 
Highwayman," challenging the lis- 
tener to create his own image. 

Buttressing their "Opposition 
.irgument further, CBS Radio re- 
ported housewi\es spend some 2 
hours and 45 minutes with radio 
each weekday, professional nun 
some 2 hours and ten minutes, and 
blue colhir workers more th.ui 2'/2 
hours. 

Drawing from a lengthv list of 
satisfied C:BS Radio clients.' "SRO— 
1964 oHert-d these (juotcs: 

"Our agency w ill Ix* placing o\er 
three million dollars in network 
radio this year . . . network radio 
fills a particular media need for 
some of our clients and has proven 
it sells their merchantlise," said 
Paul MariHT. Jr.. president of \c«-d- 
ham. l.ouis and ikorb\ . 

"Dollar for dollar, radio has done 
more for our sales than any other 
medium," reported Bill Mennen. 
Mennen \ ice presitlent. 

"We believe in railio. we sell a 
railio with practicalK every car we 



make. .\nd we buy radio to sell our- 
seKes . . . and for ten years now 
we*\e l)een on the CBS Radio Net- 
work." Jack Iz/.ard. Che\rolet ad- 
vertising director said. 

"Sinclair has Ixx'n using radio 
e\c'r since the dinosaur age. It pays 
off for us," commented Jim Delaney 
of Sinclair Oil. 

'I\le\ ision .icKcrtisers were re- 
minded that there are three times 
as many r.idio .sets as television sets, 
with 2-5 million n«w radio sets sold 
in I!-)62 alone. .And there are m«»re 
car ratlios than there are television 
sets. 

SRO can also mean Sjxmsors 
Runneth ()\er (with (|ualifications). 
Stern Reappraisal Ordered. Sensa- 
tion.il Radio Offer, and finalK . 
Seems Rather ()b\ ions. 

••SRO_196^4 was unveiled in 
three daily showings in New York 
last week, attended by more than 
2(K) ad\ertisiui; and agency eviTU- 
ti\es <\uh day. following a Detroit 
showing earlier. From New York, 
it will move on to C'hicago. St. 
Louis. MinneaiM>lis. Los .\ngeles. 
San Franci.sc-o. Phil.idelphia. Biis- 
ton. and other cities durim: the n«*\t 
few weeks. ^ 



SPONSOR JS <)<.I()B^R MMi.1 



51 



RADIO MEDIA 



Program pendulum set 
for new radio swing 



THE PROGRAM PENDULUM mav be 
ready to swing in radio. In cur- 
rent show thinking, "format" is 
good, but "formula" is bad. Radio 
needs some crash programs in sell- 
ing, program, and researcli. — 

These were focuses of attention 
last week at a New York radio semi- 
nar, the second to be held this year 
by \hirk Century, a radio program 
production-s\ndication firm that 
just passed its first anniversary this 
fall. The first was in Chicago last 
spring at the time of the NAB con- 
vention. 

Last week's session on "Radio 
Today: Survival of the Fittest" 
drew around 42 programers, op- 
erators, and representatives for in- 
formational exchange to hear talks 
bv Robert Eastman of the Eastman 



rep company; Frank Gay, associ- 
ate media director of D'Arcy Ad- 
vertising; Mitch Leigh, MC sub- 
contractor and president of Music 
Makers; Irv Lichtenstein, vice 
president of W'WDC, Washington, 
and Joe Somerset, vice president 
and programing director of Capital 
Caties Broadcasting. 

Radiomen are keeping their radar 
actively on the track of new ideas, 
it was evident from their disucssion. 
Swing, a favorite word in radio at 
the moment, got another applica- 
tion as they looked for signs of a 
pendulum swing away from swing- 
ing formats in the direction of pro- 
gram units in dramatic and other 
forms. 

Marvin A. Kempner, executive 
vice president of Mark Century, 



6V2 year trend in avg. daily radio exposure 




Kudio's audience, during an aver- 
age day ill AuKusf this >ear. was 
composed of 98,2()4,()()() people, or 
71.5^c of tlie total population 12 
years of a,ne and older in tlie con- 
tinental 48 states, according to 
Sindlinger & Co. In a report just 
released, A. K. Sindlingcr, i)rcsident 
of the market anahst firm, notes 
that "the August figure represents 
peak listening to radio since the 
advent of tv, anti it has heen occa- 
sioned by tlie growtii of out-of- 



home listening, particularly notice- 
able during summer months because 
of the increased number of tran- 
sistor radios and enormous growth 
of auto radio listening. Seven years 
ago, in August 1957, radio was lis- 
tened to on an average day b> 
Tl,572,()()() people, or 5S'', of the 
total population of the U. S. over 
12 >ears of age. 

The 19().'} figure represents a 
'.]~''r gain ()\er that of August 
1957, or 2(),22(),00() people 



? 



whose business it is to be on t( 
of program' fashion, said that tod; 
it's possible to talk about progra 
units of five minutes where a ye 
ago such an idea was unthinkabi 

MC, headed by Milton Merso 
president, supplies sexeral conipr 
hensive tape-disc-script-idea se 
vici's with upward of 75 static 
currently subscribing to the dai 
"Radio A La Carte," which 1 
everything from IDs and effects 
commercials, contests, and chatt 
on its menu. 

Program straws in the wind citt 
at the seminar include experimer 
with daily blocks of old m\steri( 
network use of m\ster)' show, ai 
import of more mysteries fro 
Great Britain. It was noted th 
some of the experimenting statior 
however, ha\e little to lose by 01 
of-step programing, and that si 
tions prospering with formats tW 
swing, hesitate to rock the boi 
One programer observed, '"H 
nostalgia in old mysteries is bett 
than the show" and that "the\' ji 
don't sound as good as they uS' 
to." 

Still, Somerset dared his ci 
leagues to experiment creative 
and not to overdo the \ irtue of a; 
sistency in station formats. \\'ith 
due credit to Top 40 radio and t 
music-news pioneers, the Capi 
Cities programer wants radio 
remember that predictabilitx ci 
kill entertainment and that broa* 
casters ha\'e a responsibilit\ to reh 
ize the medium's potentials by c." 
veloping talent and ideas. 1 

Audience needs are the progr« 
criterion, said Somerset, w 
warned against the danger of ; 
suming that what work in one m; 
ket w ill work in another. Refenri 
to format consistenc\', which cul 
vates a specific audienci", he ( 
served that "the irony of our siti 
tion is that the very principles wl 
ha\e helped develop our busiil' 
now threaten it . . . We must si 
thinking of a formula as an id' 
\\ ithin our consistencx" we must 
tempt more. Within our und 
sfaudiug of tlu- audiences ni 
antl problems, we must be C(j 
sistently creative." 

.\ bold program \enture 1: 
coNcrage of a relati\el\- unpul| 
ci/('(l rape case was described 



52 



SPONSOR/28 OCTOBER IJ 



.uluii>tiiii .IS lie .uldrfSM'tl liiiiis«ll 
(» tli«' topii- of Piihlic Si'r\ icr — 
ts I'sf ill (iaJiiiiiU Botli Audicmr 
iikI Iiiiauf III- cl«'scrihe-tl a Mar\- 
.111(1 case in w liii li tin- lati- of tlirrr 
s«'Hru iiu'ii sfiittiK\'(l lu llif v;.is 
luiinlx'i liad liiiii^ in the halaiicf 
or \rars. in a sUny rt'ininiscfiit nl 
larprr Lrc s nction.il iniiihnl of 
Sfi;ro-u liifc rapt- in 7 r) Kill a Mork- 
ji'lhird. WW'IX; diccki-cl rcscarrli 
)roiiulit in by a listfiier and wt-nl 
m tlu' air oiu- Wrtliu-sday niiilit 
his lall uith a lo-miniitf "special 
loc'uincnfarN analysis" rt'citint^ facts 
iiid iiicoiporatiniz an editorial plea 
or milxrnalorial cleineiiiA. I lie 
[H-eial stirred up a storm of listener 
iiid newspaper reaction, and Lieli- 
.I'listein e\peett'd a break from tlie 
OMTiiors iitliii' last wtekeiid. 
'Mot a Jaucet"" 

"Public service is not a faucet. 
I'ou don't turn it on and off. It is 
jart of your coutiiiuous sound 
round tlie clock." said flie WW DC 
(lanauer. lie pla\cd tapes coM-rinn 
5SUi*s from the ci\il riuhts march 
n Washington down to minutiae 
ke stra\ clo>4s and i-\fn horses. 
Stray dogs have unbeatable ap- 
eal, coll(\imics agreed. ) There can 
e public-ser\ice music, too. he 
aid, describing the station's dis- 
overy after the .\ugust march that 
robabb the Number One tune in 
iwn, "Wi- shall Oxercome." had 
Ot yet been recorded. Offering a 
it of the "propaganda" song sub- 
equently waxed, he called it the 
ext billion seller, .\nother musical 
ublic-ser\ ice l)it, a W WIX; jingle 
JT Social Security — "for happiness, 
elieve you me. you've got to ha\e 
JCurity" — ma\ get national distri- 
Ution. Whimsical pn)motions for 
rt exhibitions, football fans, and 
.iffic s.ifety ( ".Stupid Dri\ er .\\\ ard 
I tile I).i\ ') were p.ut of the Ijcli- 
isttiM present.itioii. 
•ixurance from Eastman 
D Arcys Ca\, tellim; what the 
diainan looks for and bu\s. de- 
ibed the luuulicap of not ha\ing 
'inpetitive information at hand on 
'vertisinu expenditunvs — a need 
it Hastm.ui later assiiri-d him Ha- 
' .\d\ertisimi BiinMii .md the 
itioii Hepresentati\es .\ssn. are 
rivinu to fulfill. Other needs listed 
^ Cay include research on such 
'^tors as listener attitude and at- 
iitioii When radio pitches for 
Msiness. (iav would like to h.ne 



Station boosts Boys' Club brunch 

o\s^u^ vernation 

CANNED MILK 




x^i^ till 



» 3- n 3 a. : 



T' 



s 



> ~> « i ?t > » 1 ^.. t 



't-VrTTi 

K(.l' I. I OS \iimlis. spot ;iiiniiuii( cincnls .itti.uU'il ;i triiwd of ."j.OOII lo 
II fund raisiim bruiuli at tin- Sliop Kitr Markft. cci-spoiisorrfl h\ station, 
inarkff, and ('arnation ( '0. "Brnnt lu-rs" saw world's larni-sf djs|>la> of 
canned cxaporati-d milk (2, '{()() cascst, and station's sclf-styicci astronaut 
'Hoskd. " Till' Soutlu-rn Xrc-a Bo>s' (lub «as hcncliciarv 



market information on the product 
involved, information on store, dis- 
tributor, ancl dealer activity. lie al- 
so wants iiublislied ratecards and a 
knowledge of whether or not the\ 
are just a starting point for deals, 
as well as a concise stat«'ment of 
program policy in order to know 
about "climate" for a commc^rcial. 

T\" is being o\ersold, and radio 
should "keep on tr>ing to educate 
t\-oriented shops on the benefits 
of radio," C^a\ said. He ad\ i.ses 
showing how radio can complement 
other media, r<>couni/in<i overlap in 
.mdience. (He replied to a (|uer\ 
about audience "duplication." that 
this is a dirty wiird, but when it 
becomes "repetition." it is t;ood. ^ 
Mro.idcasfers can spend time profit- 
abl\ with local distributors the 
agencyman reminded the seminar, 
.md "the best wa\ to sell is to uet a 
letter from \()ur district manager 
saving radio is the answer to all 
his problems."' 

Kastman told how a station can 
uet KHKf more national business 
than any other comparable outlet. 
Listing three vital factors of atti- 
tude, sales tonls. and sales support. 



'OHSOR 28 cMrroBKR I'XkI 



he urged stations not to let the dis- 
tance factor dim their appreciation 
of the rep's work, to keep in weeklv 
touch bv telephone .md memo, and 
provide as tools good-looking rate- 
cards with coverage maps and mar- 
ket information. St.ifions can sup- 
port n.itioii.il sellinii with loc-;il pro- 
motion and distributor liaison, and 
follow ini: through orders with reuii- 
lar th.mks-yons to rc^p, agency, and 
companv , he suggesttxi. He c"au- 
tioned, too. against undermining 
national business with cut-rate 
deals. 

Eastman also tipped his hat to a 
co-panelist, saying that radio ac- 
tivity by D'.Arcy's client, .American 
Oil, represents one of the best uses 
of the medium tcxlav. 

Music Maker Leigh asked radii>- 
men to emphasize radio's fav«irable 
commercial climate through its 
status as "constant friend in the 
house." As opposed to tv's specific 
procram aj>eal, which is "tcH) intel- 
lectual.' To keep oj>en the emotion- 
al road to the listener, he adviscxi 
auainst over-doing a ji«H»d sound, 
.md kc^eping the 11) sound consist- 
ent with programing. ^ 



53 



t 



ANOTHER VALUABLE 

ADVERTISING 
OPPORTUNITY 

ON WNBC4V 

N EW YORK 




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public service bonus. 



HERE'S HOW IT WORKS 

YOU BUY full sponsorship 
($5400 net commissionable) or 
half sponsorship ($2700) of this 
live local show which translates 
the excitement of high school 
sports into a fast-paced scho- 
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6:30-7 PM, Sunday. 

YOU GET, with full sponsor- 
ship, four :60 commercials plus 
opening and closing billboards; 
for half sponsorship, two :60 
spots and one billboard. 

PLUS the proven audience ap- 
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IT GIVES YOU MORE FOR 
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Ask your WNBC-TV or NBC Spot Sales 
Representative for complete details. 



WNBCTV 



o 



NEW YORK 



Indiana Broadcasters' 
elect slate of officers 

Vice president and general mana- 
ger of WANE-AM-TV, Fort Wayne. 
Reid G. Chapman has been elected 
president of the Indiana Broad- 
casters' Assn., at its annual conven- 
tion in French Lick. He succeeds 
Don Malike of WBFM, Indian- 
apolis. The complete slate of offi- 
cers include: W. C. Fowler, W'BAT, 
Marion, to vice president for radio; 
Martin Williams, WF.MS-FM, Indi- 
anapolis, to vice president for fni; 
John B. Babcock, WLW-I-TV, Indi- 
anapolis, to vice president for tv; 
W. T. Hamilton WNDU, South 
Bend, to secretary-treasurer; Rich- 
ard Jacks(m, WSAL, Logansport, to 
assistant secretary; Ben Falber, Jr.. 
WTHI-AM-FM-TV, Terre Haute; 
to assistant treasurer. Named di- 
rectors are: Jack E. Douglas, WFIE, 
Evansville; Arthur R. O'Neil, 
\\'SBT-AM-FM-TV, South Bend; 
John R. Atkinson, WHBU, Ander- 
son; Joseph Edwards, WAM\\' and 
WFML, Washington; J. E. Willis, 
WAZY, Layfayette; and Don 
Menke, WFBM-AM-FM-TV, Indi- 
anoplis. 

Negro -aimed station 
gets another's gift 

It was a case of mistaken station 
identification when a check for 
$110 appeared on the desk of Harry 
Novik, general manager of Negro- 
oriented WLIB, New York. 
WMCA, another New York outlet, 
with a general audience appeal, had 
conducted an on-air, fund-raising 
campaign to re-build the bombed 
Birmingham, Ala., Baptist church, 
where four children died sexeral 
weeks ago. 

AT&T's New York long liiu's op- 
erators collected SI 10 for the cause, 
and sent it to \\ LIB, under the as- 
sumption it was the Negro-oriented 
station had run the dri\e. 

Novik, preparing to forward the 
contribution to WMCA, discovered 
the station had already mailed its 
tolleclions to Birmingham. He 
wrote a note of explanation to 
WMCA president, R. Peter Straus, 
saying he was sending it directly to 
Birmingham, and adding, "I wanted 
\()u to know, though, your efforts 
paid off — in more ways than even 
you anticipated." 



Co 



5 Z 




CO 



C3 



_l 



0- 




^ 




j4 



SPONSOR L'S ()( loBiK I'll' 



TIMEBUYER'S 
CORNER 



\li-(iia people, what they 
arc duiriK, bu> iiit{ and saying 
28 Ortobt-r 1963 



■ Thanks, Allen W'uotlall: Sfi-iiis tlu- C'mitii 
j^avL' out the vvronij into on Mary (>'S/ii('/(/a in 
thi' 7 Octohrr issue, by tellinn you Mury trav- 
eled Iroin (Jliii) to (n'ori^ia. Well, l)\ ^olly, she 
didn't do an\' such thing, and th.uiks to Allen 
W'oodall, an astute Comer reader and president 
of \VD.\K — Bii; Johnny Reh Radio — Clohnnbus, 
Cieorj^ia, the Corner now has the whoh- thini; 
straight. You see, Mary did move from WOKS, 
Columbus, but this Columbus is in Cear^Ui, not 
Ohio. So, Mary was in Ceorgia all the time, and 
still is, n(m as a timebuyer at MeCann-Krickson 
in Atl.mta. The Corner is admittedly no great 
shakes in geography (due to never making up 
lost work after a case of chicken pox in fifth 
grade), so thanks again, Allen Woodall. 

■ Oown stations treasure hunt in L. A.: The 

Crown stations — KINC-TV-AM-FM (Seattle), 
KCW-TV-AM (Portland), KRFM-TV-AM-FM 
(Spokane) — were host to more than 200 Los 



Angeles .id ageni\ timebuyers .uid a e.'s on a 
(|uest for five hidtlen crowns worth $15,(KX) in 
prizes. Hunt ranged from Dodger Stadium to 
Hollywood. Trick clues running the gamut from 
crossword puz/les and Morse (>ode messages, 
to mystery rhymes and a Spanish language ad 
in a J.ipanese newspajXT, let! himters to such 
places as the Pink Pussy Cat IiMrIes(|ue, and a 
Cahuenga BKd. motel swinuning pool loaded 
with 4,(X)() apples. 

CI Among other tasks, contestants had to paddle 
an oarless boat to .i mermaid floating in the 
center of Echo I\irk Lake, milk a cow on Sun- 
set Blvd., talk with a "confined corpse" in a 
haunted house, and pilot Go-Karts around an 
obstacle course. A high point was Bill Dana's 
appearance as a l)ell boy at the Holly wootl 
Roosevelt Hotel (in line with his Jose Jimenez 
tv show on NBC). Ralph Edward.s presented 
the awards following the hunt activities at the 
Stadium Club in Dodger Park. 



.irt*sft>.-;i/.'.vi.>Ofc -fc-jv*!. !■ - -t 



LARRY LEVY: 

no pollywogs, no frogs 

"\\ ith the use of data processing ma- 
chines in advertising lx'ct)ming more im- 
portant every day, it's vital to re-empha- 




size the basic fact that what comes out of 
a computer is only as good as the infor- 
mation that's put in. With much of that 
information lieing judgemental, it's clear 
that the computerized media depart- 
ment u ill be able to get along with fewer 
clerks, but will need ix'rsonnel with a 
broad knowledge of how and why vari- 
ous types of advertising work," com- 
ments Larry Levy, associate medi.i di- 
rector at Norman, Craig & Kummel 
(New York). Larry then raises this seri- 
ous (}uestion: "Without clerk trainees, 
how will agencies Ik- able to develop 
the (}ualified media miu-keting {XTSonnel 
needed to run the machines?" With 
NC&K a year, Larry works on Colgate 
products — .\ja\ cleaners. Cashmere Bou- 
(juet. He was formerly a media suix-r- 
visor at J. Walter Th«)mps(.)n, and Ix-fore 
that a media buyer at McCann-Lrickson. 
He started his ciu-tvr as a media trainee 
at .'M P.iul Lefton after graduation from 
City College of New York. .\ bachelor. 
Larr>' lives in NLuihattan, enjoys skiing 
.uid liridge. plays the guitar, and dabbles 
in folk-singing. 



i 



55 



TIMEBUYER'S 
CORNER 



28 October 1963 



n Winning team included Art Kattan, Laura 
Scudders Foods; Petie Houle, Smock, Debnam 
& Waddell; David Nathanson, Tilds & Cantz; 
Ralph Neugebauer, Gardner; and Lou Nichol- 
aus, Ge^'er, Morey, Ballard. By choosing the 
right letter in the word "Crown", Kattan won a 
white MG sports car, while the other team 
members won color tv sets. 
^ Second place team of Bill King, McKenzie & 
King; Carla Christenson, Carson Roberts 
Agency; Bill Worstein, Grey; John Hassett, Hi.x- 
son & Jorgensen; and Bruce Altman, Compton; 
each won an am-fm hi-fi streo console. 
C Third place prizes of portable tv sets went to 
Gary LaPore, Riedl & Freed; Jane Nuttal, Em- 
bry-Moreland; Jack Kerr, U. S. Bora.x; and Rob- 
ert Heintz, Heintz & Co. 

n Fourth place team, Jack Jones, Vlattell; Lew 
Krause, DDB; Raquel Speights, Honig-Cooper 
& Harrington; Jack Leener, Tidewater Oil; and 
Kay Jorgensen, Hi.xon & Jorgensen; won cam- 
eras. 

n Fifth place team and winners of AKC mini- 
ature French poodles were Chuck Joy, Gardner; 
Preston Hogue, Westgate-California Products; 
Larry Liebenbaum, Tilds & Cantz; Larry Keller, 
DDB; and Kay Ostrander, FRC&H. 



BUYER TAKES THE CAKE 





DOUBLE U-ICINO: McCann-Ehcksun (\ew York) 
media Lntijer Dale Paine and WINS account exec Don 
Waterman sample the icing from a WINS birthday 
cake. New York station celebrated its 39//i birthdatj 
and its first year under the Croup W banner 10 October. 



RONSON Can-Do — portable electric can-opener and 
mixer — is among Ronson products to be promoted via 
spot tv in color scheduled to start in mid-November. 



■ White named v.p. at C&W: WUliam G. 
White, associate media director and manager 
of the media department of Cunningham & 
Walsh (New York) has been appointed a vice 
president of the agency. 



TV BUYING ACTIVITY 

^ Kodel in all-out push: Eastman Chemical 
Products started using spot tv on a saturation 
basis in .35 major markets 14 October for a six- 
week run. Aim of drive is to extend public iden- 
tity for Kodel polyester fiber. Minutes and 20s 
are slotted mostly in prime evening time. Sur- 
veys taken after the initial campaign for Kodel 
in 1962 showed a marked increase in awiU'e- 
ness of Kodel, and led to the company's use of 
spot tv this season. Agency is DCS&S (N. Y. ). 

^ Coca-Cola hitting hard: Coca-Cola's new 
"Things Go Better With Coke" ad drive is, ac- 
cording to the company, "lielieved to be the 
most intensive advertising campaign e\'er put 
into effect for any beverage product." A number 
of network spots were purchased on CBS and 
NBC sliows during September and October, in- 
cluding Pern/ Mason, Rawhide, Saturday 
Movies, Ensign O'Toole, Monday Movies, Lar- 
amie, Secret Storm, Rawhide, Eleventh Hour, 
and Mr. Novak. In addition to network expo- 
sure, many local Coca-Cola bottlers are increas- 
ing their skeds for tv, radio, and newspapers. 

^ Ronson bu\ing almost completed for spot 
campaign to run from 12 November to Christ- 
mas in about 50 markets. Drive of IDs, 20s, and 
minutes will be aired in color wherever possi- 
ble. Agency handling Ronson appliances is 
Smith & Dorian (N. Y. ); buyer Mitch Ginsberg. 



56 



There's more -.-to McLendon Ebony Radio... 




than SPECIALIZED AUDIENCE... 









and MDDERN F AC I L ITI E S . . . we've got: 

PDSITIDIM, too! 



the Nation's highest rated Negro group 

*Average rating position on Pulse and Hooper General Audience Surveys over a 2 year 
period ... as compared with other Negro group operations in similar or larger markets. 






P 



TAMPA-ST. PETE 



BIRMINGHAM 



JACKSON 



SH RE VEPORT 



LITTLE ROCK 



10.000 WATTS AT 1S50 5.000 WATTS AT 1320 S.OOO \^ATTS AT 1590 O OOO WATTS AT 15SO 5.000 WATTS AT ' A 4 ^ 

IN ILL DIRECTIONS Iht Top-rited Ebony Voic* in Consistently -tht Nation's Hightst iN ALL OiREC'iONS A'Uniai On , A., 

Altbimi's Isl Metro Market "»'•'' Negro-ippeil Station The South.esfs Host Power Negro-eppea S!i! 5-> 



Florida's Most Powerful 

EiOny VoiC? 



Soon -NIGHT 1 DAY 



ful Ebony Voice NIGHT I OAV. 



IP 



mclendon ebony radio 

, . . Quality Negro Radio down South 



represented nationally by BERNARD HOWARD & CO. - new YORK • Chicago • atusu • Sam FWUiciSCO • 108 Aii6£L£S 
SPONSOR/ L'8 tKioBiR 1W(kS 57 



RADIO MEDIA 

Jones College in Fla. 
given Rahalls" WQTY 

Rahall Broadcasting has officially 
tinned over WQTY, Jacksonville, 
to Jones College in that city, fol- 
lowing FCC assignment of its 
license to the college. The transfer 
is unique in that Rahall donated all 
physical assets of the station to the 
college, including all broadcast 
equipment, transmitter equipment, 
land, and buildings, with cash value 
of the gift totaling well over 
$225,000. 

The donation was in the names 
of N. Joe Rahall, Sam C. Rahall, 
and Farris E. Rahall, who still own 
WICY, St. Petersburg; W'W'NR, 
Beckley, W. Va.; and WKAP, Al- 
lentown, and WNAR, Norristown, 
both Pa. WQTY, a 1-kw daytimer, 
went on the air November, 1957 
and was acquired bv the Rahalls 
in July 1960. 

Farris Rahall pointed out that 
during the past months, arrange- 
ments were worked out for the con- 
tribution of the station to the col- 
lege endowment fund b\- the Ra- 
halls to meet all needs, and to offer 
educational programs as well as 
commercial "which will alert the 
needs and desires" of WQTY listen- 
ers. 



NEWS NOTES 



Blackburn brokers four sales: Busi- 
ness has been heav\' in the station 
brokerage area, with Blackburn re- 
porting four recent sales. Thev are 
WHIH, Portsmovith, sold for $190,- 
000 cash by John M. Abbitt and 
Luther M. White, trustees for the 
benefit of creditors of James Broad- 
casting Corp. Buyer is Speidel 
Broadcasting inc., Joe Speidel 111 
principal. WHOL, Allentown, sold 
for $i;38,()0() In Carl Stuart and 
James Herbert to Victor Diehm & 
Associates. Diehm also owns 
\\^AZL, Hazleton. KNDY, Marys- 
ville, Kan., sold for $6{),()(){) to 
Robert S. Morrow .Associates bv 
W. N. Schnepp. WTAG (FM), 
Worcester, Mass., sold for $50,000 
by WT.XC, Inc., owners of the sta- 
tion and the Worcester TclcLiraiii ir 
C.ozclt, to Norman Knight, presi- 
dent of the Knight Qualit\ Stations. 
In a sale handled b\' Ilamiltou- 
I.andis 6v Associates, the William H. 



Walker group purchased WMRT- 
AM-FM, Lansing, for $200,000 from 
Stokes Gresham, Jr. The am outlet 
is a 500-watt davtimer. Walker cur- 
rentlv has WISM-AM-FM, Madi- 
son; WBEV, Beaver Dam; WOSH, 
0.shkosh, and WEAQ-AM-FM, Eau 
Claire, all Wis., and WSJM, St. 
Joseph, Mo. 

Aid etv: Two station group opera- 
tors have donated more than 
$200,000 in cash and equipment to 
educational tv organizations. Met- 
romedia presented $10(),(X)0 in cash 
to the Greater Washington (D. C.) 
Educational Television Assoc, 
which provides non-commercial tv 
on uhf channel 26. Midcontinent 
Broadcasting, owner of radio and tv 
stati(ms in South Dakota, contri- 
buted tv equipment valued at 
$107,000 to South Dakota State Col- 
lege. The gift includes a 70()-fo()t 
tower and antenna and two image 
orthicon cameras, and will be used 
to establish an etv station at the 
school. In addition, Mid-continent 
is making axailable legal and engi- 
neering services to help the college 
obtain its license. 

MBA meet: The Missomi Broad- 
casters Assn. elected Harold Doug- 
las, of KMMO, Marshall, president 
at the conclusion of the annual fall 
meeting at |efferson City. He suc- 
ceeds Don C. Dailey, KGBX, 
Springfield. Other new officers are 



William McKibben, WIL, St. Louis, 
\ ice president; and William Natsch, 
KWOS, Jefferson City. A shirt- 
sleeves sessiorwfor members brought 
animated comment opposing the 
proposed FCC rule on limitation of 
commercial length and quantity, 
which has been formally opposed 
by the Missouri delegation in Con- 
gress. .Also discussed were the need 
for broadcast editorializing, the 
meaning of the proposed FCC 
"fairness" doctrine as applied to 
present practices pr()\iding equal 
time for dissenting opinion, and a 
report b>' Earl Dougherty, KXEO, 
Mexico, Mo., national president of 
the Assn. for Professional Broad- 
casting Education. 

National focus on farm facts: .ABC 

Radio today began what is belie\ed 
to be the only daily agricultural 
program on network radio, aired 
7:.30-7:40 a.m. with an updated feed 
to all stations later (11:30 a.m.) in 
the morning. Based in Washington, 
D.C., the Monday-through-Friday 
show is hosted by agricultural au- 
thorit)' Norman Kraeft, one-time 
ccmsultant to the nation's Food for 
Peace Director and most recently 
host of a farm radio program on the 
Mutual Broadcasting System. 

WGN gets rights to Fair: W GN, 

Inc. will sponsor the speakers pro- 
gram of the Illinois-Lincolnia ex- 
iiibit at the 1964-65 World's Fair 



\% 



UNVEIL ROLLING RADIO STUDIO 




KQ\'. ritlslniiuli. is miulitv pioiid ol ils K (.) N.IikIi-.' iiin cilcd recently 
(IniiiiK a special sliow iiii; at ( li.ntiiis C'minti\ (liil). It's tlie fiist radio 
station on wlieels built by (;H.S\\N', local display and evbibit builder, 
and it boasts sucb features as a rest lounue. beatiii« and cooliii!; s>.stem 
\\ alls of unit are special!) reinforced to su|)port tbe lar^e front windows, 
a:id louvered ceilinu combines acoustic tile and Iit;htinK 



58 



SPONSOR lis CKTOBER 1<>63H 



ill Nrw York. Stations will li.i\r «\- 
cliisivf radio and tv riylits to tin- 
ust> of spfcclics. iiitt'rvi«'\\s. .ind 
otlu-r pronram inatcri.ils, plus s\ii- 
diiation rinlits, diirinu tlu- coiirs*- 
oJ tlif fair. Tlii.s is pt-rliaps the first 
of a rasli of stations l)nyini; broad- 
cast ritilits to Worlds l-'air »\»-nts. 

ABC Hadio, too: AUC Hadio will 
n)\rr li\r the Winter Olympics at 
Iniisl)nKk. \ustria, lu-fwcfii 29 
Jannarv and 9 l'\-l)rnar\ intlnsivr. 
AIK ! r\' is also coinmittt'd to c-o\ - 
eram- of tlu* OKinpif (lames. 

Biu scoop of vanilla ice cream: 
That s how radiom.in Boh Callan 
would describe a "cold air mass, 
oiii" of those weather-beaten 
phrases used by broadc.ist ue.ither- 
inen to, some think, confnsi- tlie 
public-. White Rose Tea, aijencA .\I 
Paul Ix-fton. and W IN.S. New York, 
l»ot to<;ether and decided to decode 
the weather forecasting lingo in a 
twice-daily, 2Js-minnte series (7:45 
a.m. and 5:45 p.m.) called W'hitr 
Rose W'cdtlicr Scene. The bii\ 
marks the first time in years that 
the tea compain has de\ iaf ed from 
straiuht spot .mnonncements. Host- 
ed by Chilian, the programs explain 
the meteorological backgronnd de- 
termining the weather and offer 
scientific and historical material in 
non-technical terms. 

NBC Hadio adds affiliate: W A\ Y, 

Norfolk- I'ortsinouth-New port News, 
Va., became an NBC lUulio alfiliate 
14 October. The station, w Inch pre- 
viously was an NBC affiliate from 
September. 19.5.'^ to May, 19.59, is 
owned by Tidewater Teleradio. Inc. 
It ojieratcs on 1.35() kc w ith 5 kw . 

Happy birthday: W ABC, New 
York, is celebrating its 42nd birth- 
day this month by .sending presents 
1 its listeners. Listeners are asked 
to .send in cards askinij for any 
present worth up to $42. .\fter a 
drawing, winning contestants will 
•^eceive their presents wrapped as 
■irthday uifts. 

CBS Hadio adds another: W Akf-:, 
Atlanta, will join the CBS Radio 
lineup at a future date. Station, 
oper.iting full time on 1.340 kc w ith 
l.tXH) watts da\ and 2.5() watts 
'tiuht. is owned by Basic Commnni- 
ations and has been independent. 
On other network fronts. Mutual 



College convocation cheers birthday 




iiikt 



l)i . (.. Willi. tin W liilcluirst <i( Old I )ciiniiiii>ii ( ollrm linids iiiiki- as 
M.irx ill Kalh, (li.S Nt-ws (iiploiiiatic i<irrc'si)<»ii(li-iit. aiiswcis (|iii-stioiis 
liilldwini; an address at collcui- ((iiiMKatioii in ohsrrvaiuc id tlic lOlli an- 
iiiMTsar> of \\ TAK, NOrfidk-Nt-^ port News. Willi Kalb and W liittdiursf 
arc KobiTt \I. I.amhi-. prcs. and ui-n. nii;r. of W'T AH Hadio-IA ( orp. 1 of 
W liitflinrsti and Jack H. rriiuc (far r), station \.p. 



wi'^mm^mm::. 



Hadio will add WMOC, Chatta- 
nooga, to its lineup on 3 Novem- 
ber. The station operates with 
1,(KK) watts daytime and 250 even- 
ing on 1450 kilocycles. 

Seattle station sold: KTW (AM 6< 
KM I, Seattle was sold by the First 
Preslnterian Church of Seattle to 
Oaxici M. Segal for $250.(KH). Segal 
owns \\(;\'M, Crceinille, Miss, lie 
formerlv owned KOBY (now 
KKHn.'San Francisco. KOSI. Den- 
\er. and kl'DL. Kansas (iit\. This 
latest buy is Segal's first step in re- 
entering the major market radio 
ownership field after an .ibsence of 
four years. Station, which oper.ites 
on 1250 kc with 5,00t) watts has 
been owned In the Church since 
it was first licensed in 1920. It holds 
a construction permit for .m Im 
station to operate on 102.5 mc. The 
sale w.is through Fdwiii Tornber-i. 

N EWSM AKERS 

I'm I. SiiKiM I i.i) .md liuniiuck 
WiiMiAis to acKcrtising account 
e\ecuti\«'s at W P.-\T, Paterson, 
N. J. \\'einhaus was account execu- 
ti\f for national lousiness at 
WTFM. New York. 



Parkkr Cayman to the sales staff 
of KNOW. Deiner. lb- was with 
KFHC, San Francisco. 

Lex Carl to general manager of 
K.A.-\Y, Little Rock, replacing Tom 
Bishop. Carl was formerly sales 
manager of WM \K. Nash\ille. 

N. J. W'aic.ii, Jh. to operations 
manager of \\"D\'.\, Danville. \'a. 
lloMi H TiioMASSON to program di- 
rector there. 

C>iiARLE.s W'arrkn to manager of 
Washington oper.itions of the Mu- 
tual H.idio Network. 

(iAHV .\ni.KH to account executive 
with KPIX, San Francisco. 

NoHMAN Taylor to the staff of 
KN.XT. Los .\ngeles. replacing 
MiKi; Kkatinc, who has transferred 
to the San Francisco office of CBS 
T\' national sales. Taylor was witfi 
Metromedia T\' Sale's in New York 
and on the coast. 

Ih\ I. IIk.wey to station manager 
of W IIAI. Greenfield, Mass. 

Raymond L. N'ANnK.Hsi.ic :k to pro- 
motion m.m.ieer of W IBC. Phila- 
delphi.i 

Fic.KNK .\lc(. ini>^ tit r.idio sales 
manager for W FIL, Phil.idelphia. 
lie replaces Clyde Spipz-ner, who 
has l>ect»me radio-t\- general sales 
manager for the Radio and TV' Di- 
vision of Triangle Publications. 



SPONSOR L'8 ()( loBVR 1963 



59 



SYNDICATION 



More 
to full 



ng 



series buys 



Move seen cementing advertisers' identification 
of their products with a specific series skein 



FULL SPONSORSHIP of Syndicated tv 
series is still very much alive. 
Syndication distributors, long of the 
opinion that the future of their pro- 
ducts' advertising support was cen- 
tered around minute participations 
on stations carrxing the series, now 
have at least one dissenter among 
their ranks. 

Len Firestone, vice president and 
general manager of Four Star Dis- 
tribution Corp., reports that al- 
though the greatest part of buying 
in syndication is spot participations, 
there are cases where sponsors, 
these da\'s. are buying whole shows. 

As an example, Firestone cites 
the case of Four Star's Dick Powell 
Theatre, which is fully sponsored 



by individual advertisers in three 
of its 38-market roster. KDAL-TV, 
Duluth, and KMVT, Twin Falls, 
Idaho, both sold the Four Star 
property to IGA Food Stores in 
their areas, and WINK-TV, Fort 
Myers, Fla., sold it en masse to 
American Variety Stores. 

"It's obvious," Firestone stated, 
■'that some sponsors want to have a 
close identification between their 
product and a television series. 
They want to use the built-in mer- 
chandising tie-ins between show 
and product which are most effec- 
tixe when the advertiser buys the 
whole show instead of spots." 

Other Four Star properties now 
fully sponsored b\- individual ad- 



Finding right mixture for carburetor 




Chcckiiiu stiipl for Soliio's "(iiaiil Carbiiiftor" commercials appcarinu 
ill CleM'laiul Hrowns ioothall telecasts and fv ne«s sliows in iiiaiix Oliio 
cities arc (1-rl Fred A. Niles, president of Niles (Communications Oeiitcrs. 
wliose (.'In'cauo studios produced tlie spots; Niles account exec Mrs. Kditli 
Klaeser; and Sal DcMarco, producer for Mc(.'ann-Marsclialk, Cllcveland, 
aKenc> for Standard of Ohio. In background i.s };iant model 



vertisers include Detectives on 
KSL-TV, Salt Lake City (Zion 
Motors), and co-sponsored, on al- 
ternate weeks' on KTBC-TV, Aus- 
tin, ( Roy Butler Lincoln-Mercur}' 
and Austin Savings and Mutual 
Loan Assn.); Zane Grey Theatre on 
\VAGA-T\\ Atlanta, and \\'M.\Z- 
TV Macon (Miss Georgia Dairies), 
and on WGAL-TV, Lancaster, Pa. 
( Dusquesne Brewing ) ; Rifleman 
on \\'BTV, Charlotte, \. C. (Park 
n' Shop Supermarkets); The Law 
and Mr. Jones on K\'OA-TV, 
Tucson, and KPHO-TV, Phoenix 
(Kennecott Copper). ^ 

Newest pix packs reap 
biggest fees from tv 

Current packages of motion pic- 
tures in release to t\- are bringing 
the biggest fees from stations since 
they were first made available, re- 
ports editor Julienne Dupuy in the 
Fall-Winter issue of Tv Feature 
Film Source Book, just published 
by the Broadcast Information 
Bureau. 

All totaled, tv can cvurentb- take 
its pick of 10,427 theatrical feature 
films, 2,997 of them post-'48 and 
man\' as new as the last three years. 
0\er 1,200 features are a\"ailable in 
color. Of the 533 titles released in 
the past year — 116 of them post-48s 
— the U. S. accounts for 307; the 
British. 157, and the remaining 69 
are either Italian, French, or Ger- 
man. 

Miss Dupuy notes that the "adult 
stance of many foreign pictures 
still represents a problem for many 
station program managers, since 
sponsors — even those only buying 
announcements in tlie picture scan- 
ning — worr\' about audience re- 
actions to frank foreign themes." 
But she also points out that today's 
greatest volume of both local and 
national spot business, on a con- 
tinuing basis, is placed in spot- 
carr\ing feature films. 



Trans -Lux sales push 

Trans-Lux Television Corp. is plan- 
ning strategy for a sales push of its 
new comed\ production Mack and 
Mycr for Hire, with a three-day 
sales meeting in its New York office 
beginning today (28). Mack and 
Mycr for Hire is a 200-program i 



60 



SPONSOR/28 OCTOBER 1963 



((>iii|>iiu-i .iif n«»mi; i<» prc>\ 
^U.il Ixioii Id the liroadi .islfl' 
riiiiN liis si.iiion on .1 (ju.ilitv l>.i> 
It is li.irdh iu<t\N.ir\ i<» (|ii 
llu- uokK <>I II) R. ill llt.H.S. 1)11 
is .iiii.i/iiiK i(> (iKoiintcr so in 
pcoplf. so liukiK ill ili(- woi 
^rciU'st iiK-iliimi. who iliiiik 
st.itiis will .ihv.iNs In- (|tio. II 
h.id l)ftii tlu- i;isf. lIuTc w 
h.i\f lu'tii no tflr\ isioii .n .ill 
\\(- would still live in the d.i 
r.idio oiilv. II k-sc.ikIi Ii.is t> 
siro\ lis. it is .1 in.ir\('loiis w 
^o hci.iiisc totl.iv our incdii 
the —I ii.iiioii.d .MKi'ilisiiin 
iini .111(1 iu-\\s|i,i|)iis h;i\(- ol)\ 
siilicicd hfi.iiisc ol |;i(k ol s 
itsf.inli. Thf r.idio lu-opU- .1 
uiniiiii<4 to rc.ili/c ih.ii this 
Iktu one ol ilii-ir in.ijor ilr.iul 
;i|so. 

I llojic tll.lt llliotll^il \OIII < 

clloris \oii (.Ml ciKonr.iyf 1 
hro.uU .isitrs tif look :\\ iIk- jiom 
ii\f .is|)i(is ol llu- liitiirc and rt-.il 
i/i' that with true (oojK-ration with 
a^iiK ics wc will ^ct lurtlicr indi 
\idii.ill\ .iiid 
uill I) 



WHICH IS 
THE BEST-CLIPPED 

TRADE PAPER 
IN THE BUSINESS 
OF BUYING TIME? 



dinow, in.idr Ins stars, 
l>io\(*d his "piiblii scrv- 
ifualioiis had Iktii mis- 

|(iil>li( (onddriKC mis- 
K-si(;niii); .ilirr onl\ two 

st\cn Near .ippointnicnt. 

■ lie luriiur ( li.tirinaii 

li.ixc* bcc-n .ip|>oin(o<l to 

II tilt- (irsi pi. lie II by 

•rror. h«- li.id been ap- 

sliould have bctoinc a 

ilv. I hen. in his first 
il he sliidird .iiii 
jiisi III. IS h.ivf- 

u-r diiriii'. 



(11 \f.ii 
If Wf ai( 
tlu-r brii;li| 
Olid to s. 
Ill XcwiDil 
'\ moMilis.' 

' (OIlllOIIIC 



III-. SIK • 

11^ in.in. 
ic is 



.It 



aiioti 
Ic 



<i. 



ilistrov. 

I he cApciis e\tii 111. ide the mis 
I. ike of s;i\iiii; television was pin 
' 111'' r:i(lio 



I).IS|( |)|ll 

\\ hi< h 



I (he 
>.i<i(as(ing, 
t of years of 
ilort, have been 
the bright \oimij 
h sc.ii nf aiiihoriiv. 



^ 




"It gefs thoronphl\ read and routed 
rvcry week! Fre(|iiently 'clipped.' " 

Harold J. Beeb\. Adv. Mfir. 

Miles Laboratories. Ine.. Elkhart 

"I often elip articles and send them 
.iloiii: to clients — since yon uncover 
things we'd never know." 

J(^hn Morgan. Prrs. 

John D. Morgan. Inc.. Chicago 

"Scarceh an issue I don't clip two or 
three items of interest not (»nly to my- 
self hut others in the office." 

Dale C. Casto. \T 

BBfX). Buffalo 



' SPONSOR 2S OCTOBER 1963 



61 



SYNDICATION 

series starring Joey Faye and 
Mickey Deems. National exploita- 
tion and trade campaigns will begin 
in Noxcmber, coinciding with spe- 
cial sales and point of purchase 
merchandising efforts. The series 
has already been sold to WPIX, 
New York; WTTC;, Washington. 
D.C.; and \\TCN-T\', Minneapolis. 
Also to be discussed at the meet- 
ing is "an accelerated" sales plan 
for T-L's new ad\'enture cartoon 
series, Tlic Mi<i]itij Hercules, now 
sold in 45 markets. 

NEWS NOTES 

New Group W entry: W'BC Pro- 
gram Sales has placed in syndica- 
tion its 90-minute da\time variety 
program. The Mike Dou<ihiH Shoic. 
Now seen on the five Westinghouse 
Broadcasting tv stations, the series 
has been sold to KCTO, Denver; 
\\GR-T\', Buffalo; aiul W'lSN-TV, 
Milwaukee. 

Seven Arts activity: Seven Arts 
Assoc, has released Vol. 8 of its 
Films of the '50s for national syndi- 
cation. The new pack consists of 42 
titles from 2()th Century-Fox. Seven 
Arts has also announced the sale of 
its Churchill (he Man half-hour 
documentary to 10 stations, bring- 
ing the sales total to 33. New sales 
were made to KMJ-TV, Fresno; 
KOGO-TV, San Diego; KR EM-TV, 
Spokane; \\'KYT-TV, Lexington, 
Kv.; KID-TV, Idaho Falls; KLAS- 
TV, Las Vegas; KVIQ-TV, Eureka, 
Calif.; KBOi-TV, Boise; KAUZ-TV. 
Wichita Falls, Tex.; and to Doe An- 
derson Ad\'., Louisville. Churchill 
the Man may not be shown during 
the statesman's lifetime. 

New tv sponsors tee off: CBS Films- 
distributed 9()-minute color special 
on how to pla\- golf, The Golden 
Tee, has been sold in more than 20 
markets, in some cases to advertisers 
who will be making their first spon- 
sorship trip in telcxision. Sales were 
made tor two pla\ s each of the film, 
which features ten top pro goll 
stars with instructional tips to 
WBBM-T\', Chica-^o; KHj-TV. Los 
Angeles; WFAA - T\', Dallas - Ft. 
Worth; KLZ-T\', Dcn\er; KGW- 
TV, Portland; KCPX-TV, Salt Lake 
Citv; WnP-T\'. Ilarrisburg; KEVT, 
Santa Barbara; and WALI^T\' Al- 
bau\ . among others. \i'w-t()-t\ 



62 



sponsors are Varner \N ard Car 
Leasing, San Francisco, and Lawn 
Federal Savings & Loan .\ssn., 
Chicago. In Dallas, the program's 
sponsor, a local auto dealer, is so 
pleased with the results of the pro- 
gram that he is currently neg(jti- 
ating for two more broadcasts. 
Show was produced by Jack Doug- 
las. 

World tv distributor: Global TV 
Enterprises, a new firm specializing 
in world-wide distribution of tv 
programs, has been formed by Sam 
Gang, a t\' film sales executive. The 
firms headciuarters are at 37 West 
57th St., New York. Telephone is 
HA 1-2648. 

Official Films down: In its annual 
report for fiscal 1962-'63, Official 
Films registered a net profit after 
provision for state and federal taxes 
of $150,049, compared with S205,- 
121 the previous year. For the year 
ended 30 Jime, 1963, Official reaped 
sales of tv film licenses, less partici- 
pants' shares, of $2,2.36,243, com- 
pared with $2,873,785 the previous 
year. 

Gas company buys "Battle Line": 

Official Films signed Pacific Gas and 
Electric Co. ( BBDO, San Fran- 
cisco) for full sponsorship of its 
first-run documentary series on 
World War II in seven California 
markets. It will debut there during 
the week of 3 November. This la- 
test deal brings 1 October sales for 
Battle Line to 100 stations, with 27 
new outlets being added since 1 
September. 

'Powell' pulling sponsors: Four Star 
Distribution Corp. polled buyers 
of its off-network Dick Powell Thea- 
ter and foimd the series completely 
sponsored in more than 75'' of the 



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FULLY EXPERIENCED! 

Presentations, ad copy, brochures, film 
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Box No. 38 
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markets. Show is sold out in 19 mar 
kets, while five stations report that 
the series is quickly moving toward 
SRO status. Ift addition, five sta- 
tions are holding the series for de- 
laved starts. Stations SRO are: 
WPIX, New York; WRCV, Phila- 
delphia; \\'MAL-TV, Washington; 
KCOP-TV, Los Angeles; W MAR- 
TV, Baltimore; WLWT-TV, Cincin- 
nati; \\'OOD-TV, Grand Rapids; 
\MNK-T\'. Ft. Myers; KDAL-TV, 
Duluth; WTGN-fv, Minneapolis; 
WHIO-TV, Davton; \\ OI-TV, 
Ames; KIVA-TV, Yuma; KTBS-TV, 
Shreveport; WT\T. Tampa; KOLN- 
TV, Lincoln; WMAZ-T\\ Macon; 
KMVT, Tw in Falls; and KPHO-TV, 
Phoenix. 

Expands distribution: Telesynd, di- 
\ision of the Wrather Corp., is set- 
ting up foreign distribution for 
Lassie, The Lone Ran<i,er, and Ser- 
<L,eant Preston. Sales representati\es 
are being appointed in London, 
Rome. Berlin, Mexico Cit\', Sao 
Paulo, Sydney, Tokyo, and Nigeria. 
In addition to handling its own 
properties abroad, Teles\nd will 
hantlle foreign distribution for 
other program producers and pack- 
agers. 

Italian-American venture: Italian 
International Films and American 
International Pictures will produce 
a one-hour tv documentary, in color, 
titled The Life and Art of Michel- 
an<ielo, to be released in conjunc- 
tion with the 4{X)th anni\ersar\- of 
the masters death. Actor-art expert 
\'incent Price will narrate. 



NEWSMAKERS 

MiKK C.\SEY to the Robert Blake 
Co. as an associate and head of the 
firm's talent di\ision. He was pub- 
licity director for Paramount T\' 
and KTL.\, Los Angeles. 

Micn.AEL Lavhence to director of 
liublic relations for Trans-Lux. He 
was executi\e \ice president of 
Robert Lawrence Productions. 

Richard M. Woolen to director >^ 
of sales and programing for Desilu 
Sales in Los Angeles. He was with 
KTT\' there. 

Fred R. Frank. Jr. to Southeast 
Division sales manager for Trans 
Lux. He was with NT.\ and Zi\ in 
llie southeast market. 



SPONSOR 28 OCTOBER 1963 



1 




Having a ball with the statistics is Oriole rooter Jackie Leathers of WJZ TV 



STATION REPRESENTATIVES 

Gals bat out ratings 



A MKBK w woMKN, tlu» aiithropoi- 
r\ ouists say. arc incTfasinijly as- 
.iimim; masculini' roles. Now it 
Mils the girls are drawinsi close 
one of the last siniiularK niascu- 
[ ine pastimes; W'atchini; hasehall 
sanies on t\ . 

Acct)rdinu to a study conducted 
his summer In \\JZ-T\'. Baltimort-. 
;one forext-r is the cartoon-cliarae- 
er wife who innocently asks a juhi- 
jont luihln if the grand slam homer 
Ve just witnes.sed on t\ is 

fgCXKl." 

Tlu- Baltimore Oriole games, 
'vhich had been telecast on \\B.\L- 
'A' for the last two \ears. he.id for 
jZ-TV in Um4. When W JZ-T\ 
■tmimissioned Trendex to conduct 
I telephone sur\e> on the ba.sehall 
ludiences composition, they dis- 

'\«Ted that r).V r of all women in 

■altimore reported watching one or 
'nore of the 40 Oriole games tele- 

»st up to the survey point. ( Twelve 

lore wcTe aired later in the sea- 

-n. I 
Fifty-six percent of the women 

lid thev had seen at least half the 



tele\isecl games, as^ainst 61 '"r of 
their male counterparts. What's 
more, women outnumber men in 
30-()r-niore-game \iewing: 3^Fr of 
the women watched at least 30 of 
the 40 games telecast at the time of 
the sur\ey, c-ompared to 33*^^ of the 
men. 

Hohert M. Hoffman, marketinu 
rese.irch \'.p. of Tele\ ision AcKer- 
tising Representatives, \\"JZ-T\"s 
rep. belie\cs women-audience size 



I'KOIl (111) Ol \HI 1 


IMIOIH 


Al 1)I1;N( 1. 1 OH 


VMH 


( Hdltimorc Oriohs 

oil wjz-rv 1 

lloiuts lo2S(HI 


Men . . 152,(XX) 
W omen . S8 SXX) 
Children .. 39.(XX) 


( 54 '< ) 
( 32' M 
( 14'-/i-) 


Tot.ii :s(i KHi 


KM) 



IS ■ Irequently (uerlouked" by l)ase- 
Itall advertisers. 

Many s|)onsors. he said, "dis- 
louiit" the fem.ile basel>all audi- 
ence as "secondar\ , capli\«' \ iewers 
who hapiM-n to Ix- in the range of 
the set" ix-cause of the interest of 
fher famiK menilx-rs. Iloffniun 
.died this "a higliK erroi us as- 
sumption." The NNJZ-TV Trendex 
sur\ev asked womc-n resix)ndents 
their reasons for watchinu Oriole 
games, and 5.5''^ said they watched 
lu'cause they "enjoy the games." 

\nl ntilv httnif Iriini 

Hootiu',; loi till' home- team is ap- 
l).irentK not tlie ouK reason women 
watch baseball games. \n its 8 Jidy 
issue. si'ONSOH reviewed the female 
t.iscination with television athletes' 
phvsical prowess — in other words, 
sex appeal. ,Some advertisers, recog- 
nizing the deeper meaning of 
women's interest in t\ sp<»rts, capi- 
talize on it by promoting women's 
products on sports shows. They 
also know that women will help 
influence their husbands w ith prod- 
ucts such as insurance. Ix'er, auto- 
mobile tires, and gasoline. 

Seventy-six ix'rcent of the women 
interviewed in the \\ JZ-T\' Tren- 
dex survcN correctly named Na- 
tional Beer as one of the Oriole 
sponsors. National Beer, which 
owns the rights to the games, was a 
half-sponsor of the X^Wii.^ Oriole 
games on W B\L-T\'. and is ex- 
pected to bu\ one-third sponsor- 
ship of them on WJZ-TV next year. 
W. B. Doner is N.itional's aiiency. 

Three innings of each game last 
season were six)n sored by H. J. 
Revnolds, for Winston and Camel 
cigarettes. In the surM'y. i3''i- of 
the women res|)ondents ass<K-iated 
those brands with the Oriole tele- 
casts. 

.American Hesearch Bure.ni fiii- 
ures coNering 16 games tele\ised in 
Baltimore during the spring of 
U)6.3 show .m audience of iSS,900 
women viewers jxt (juarter-hour. 
This is re|X)rted to represent more 
women viewers per quarter-hour 
than any other tv program seen in 
Baltimore, with the exception of 
prime-time network shows. 

C-ompared with network pro- 
graming. Oriole t\' Ui-seball soired 
more" women fans in each quarter- 
hour than 50 of the S5 network 
shows airetl in prime time during 



V 



SPONSOR 28 oooBhR 1%.S 



63 



STATION REPRESENTATIVES 



May and June of 1963, according 
to ARB. 

Men were not overlooked in the 
Trendcx study: It indicates tv base- 
hall is still an excellent way to 
reach the male audience. 

In a sample separate from the 
women's, Trendex found that as of 
5 August. 1963, 86% of all Balti- 
more s male population watched at 
least one Oriole game, and six out 
of 10 had seen more than half of 
the games. 

Almost all of the male baseball 
viewers (92%) correctly identified 
National Beer as one of the prod- 
ucts advertised. At the beginning 
of each interxiew, before any refer- 
ence to baseball was made, each 
male respondent was asked "What 
comes to mind as the brand most 
advertised on tele\'ision when I say 
'beer'?" Se\ enty-eight percent of 
the men who, on the basis of fur- 
ther (juestioning reported watching 
Oriole baseball, named National, 
as against .30% non-viewers. 

When a similar brand identifica- 
tion question was asked about cig- 
arettes adx'crtised on tv, 42% of the 
male \ie\Ners named either Winston 
or Camel, against 23% of the non- 
baseball viewers. Among men who 
smoke, the 42% figure rose to 52%. 

According to ABB May/June 
1963 network program ratings in 
Baltimore, Oriole night games 
ranked at the top of the ratings 
heap, tied for first place with CBS 
TV's Candid Camera. The rating 
(28) for all baseball telecasts is 
topped by only three of the 85 
prime-time network programs aired 
in Baltimore. 

It was noted in the study that 
.\RB does not sur\ey Baltimore in 
July and .August. If it did, the com- 
parison with network programing 
would probably show baseball in 
an e\en more fa\orable light, since 
the May/June report covers the 
period prior to the start of network 
re-runs and summer replacement 
programs. 

Tlie Trendex siu\(>\', conducted 
in tlic non-toll telephone zones 
throiiuliout the metropolitan area 
ot iialtiinore, is based on phone in- 
ter\ iew s with 321 men antl 544 
women. More women than men 
were sampled because of lower- 
le\'el baseball \iewing among 
women. OiiK one jK-rsou was inter- 
viewed in each home contacted. ^ 



Western music bandwagon in Baltlnnore 




Some 1,3,000 fans jammed the new Civic Center in the Chesapeake Bay 
city for a hootenann>' hosted by WBMD and featuring Eddy .Arnold, 
star of station's "Country Music .Spectacular" with all-star cast. Here 
(1-r) are Charles Bernard, pres. of the Country Music Network," Carl 
Brenner, station msr.; .\rnold; and Matt Mairs, mRr. of P. Kallantine & 
Son's, of Baltimore, one of the major sponsors of the hootenanny 



NEWS NOTES 



Mobile stations assign new reps: 
Pape Tele\isi()n Co. stations ap- 
pointed Stone Representatives to 
handle the radio outlet and Katz 
Agency to handle the t\ station. 
Select Station Representatixes was 
pre\ ions national representative for 
both. 

New market book: American Re- 
search Bureau has released its 1963 
Market Digest, a compendium of 
\iewing and marketing information 
for each tv market in the country. 
The report will be distributed to all 
ARB clients who subscribe to its 
Media Management Series. 



NEWSMAKERS 



Li;\ Thomck to account execu- 
tive with the New York office of 
Metro T\' Sales. He was formerly 
w ith the Edward Petr\- Co. 

John C. Lmov to the New York 
sales staff of Roger O'Connor. He 
is a former member of Robert E. 
Eastman & Co. 

JoKL A. Skc.all to the telex ision 
sales department of Venard, Torbet 
& McC]onneIl. lie xvas senior time, 
buxcr at (Jrey .Xdxcrtising. 

lioDI-HK K .\. (k'EHD.XN to the 



television division of Adam Young's 
Xexv York sales staff. lie x\as xvith 
\'enard, Torbet & McConnell. 

Alvix Cohe.v to assistant in the 
research and sales promotion de- 
partment of Storer Telexision Sales. 
He XX as senior research analxst x\ ith 
ABC. 



i WNDU-TVs \ 

/signal reaches ', 

l 226,000 

families! 



f .' 



THEY 



//MUST HAVE A 
REAL LOUD 



quarterback// 




WNDU-TV 

SOUTH BEND • ELKHART 

CALL VENARD, TORBET & McCONNELL. Inc 



64 



SPONSOR 28 ocTOBKR 196;l 



WASHINGTON WEEK 



N'pwi from naHon'i 
( iipital nf ^p«^rHal 
liit«"r»«»f to tfimrn 
2SOt«ohcr HMiJ 



•^•^ Broadcaster fanfare on ratings reform is getting pleased but cautious 
observation from the staff of the House Investigations Subcommittee. 
Subcommittee counsel Charles A. Howze is in no hurry to dash off a 
ratings report for the subcommittee members until action on the industry 
proposals is in full swing, and well beyond the plan and promise stage. 
The crystal ball raises the possibility of another brief hearing 
by way of a progress report from broadcasters to the rating probers under 
Chairman Oren Harris (D. , Ark. ) . There is also a chance that the staff report 
and recommendations could go over until after the NAB rating council chair- 
man Donald H. McGannon* s promised audit debut — early in 1964. 

■^-^ Trick or treat week for the embroiled FCC arrives early in November 
when the House Commerce Subcommittee on Communications focuses a 

three-day hearing on the agency' s plan to regulate broadcast commercials. 
Rep. Walter Rogers' 6 November hearings will springboard from his 

bill to forbid such regulation by the Commission — but will be a test case 

of the FCC's right to rule on matters Congress believes are outside the 

agency's statutory prerogative. 

^^ Rogers and a goodly number of fellow legislators are equally ag- 
gravated by FCC doings in other areas. 

Heavy criticism has followed FCC's pronouncements on its Fairness 
Doctrine, on broadcast editorializing and controversy; on its tentative 
programing pressures, and its field hearings in Chicago and Omaha — even 
its decision to charge for broadcast licenses. 

Question in many minds is whether the FCC will back off gracefully 
from the commercials rule-making and avoid a showdown — or hold fast to 
its right to act under the 1934 congressional mandate to rule in the public 
interest. 

Fueled by election jitters and vigorous broadcaster protests on 
national and state levels, the final showdown might mean some rewriting 
of the FCC statute. There could be rules limiting FCC's rule-making time. 

^^ Another bit of advice to the FCC to restrict tendencies to broaden 

out came during the annual appropriations unpleasantness. 

Sen. Warren Magnuson, who heads Senate Appropriations Subcommittee 
and parent Commerce Committee, scolded regulatory agencies in general 
and FCC in particular for rquests for funds to increase personnel. 

"We did not give you any new assignments for this next year. In 
fact, we passed some bills hoping you could simplify and expedite your 
procedure ..." 

FCC will not fare too badly in the matter of funds: it will probably 
get a bit more than last year — $15. 8 million — sliced down by the House from 
a requested $16.5 million. 



« 



65 



WASHINGTON WEEK 



28 October 1963 



^^ There will be no more FCC local inquiries themed to local-live tv 
programing in the Chic ago -Omaha manner — but there will very possibly 
be public forums on the way tv licensees are choosing programs, and the 
status of radio programing. 

FCC chairman E. William Henry has recommended this course of "grass 
roots" inquiry in his lengthy report on the FCC's Omaha inquiry of January- 
February, over which he presided. He would like to estimate the effect of 
dropping option time, on the way local tv licensees choose their programing, 
network, syndicated or Hollywood film — and how much voice the viewer has, 
now that the licensee has supposedly freer, non-optioned choice. 

Community hearings on am and fm radio would assay tv impact on radio's 
role, and find out where it is trending. 

^^f^ The FCC chairman does not recommend taking the question of over- 
commercialization or the Fairness Doctrine to local forums. 
Face-to-face broadcaster confabs will be the order on these redhots. 
He does urge tv broadcasters not to rely on ratings alone for program- 
ing. Aside from recently exposed frailties, ratings do not indicate any 
viewer yearning or new and different programing, says Henry. 

^^ ^^6 report takes a page from the Greeks in urging a continuous "dia- 
logue" between the broadcaster and his public, as the only basis for 
sound programing. 

Henry concedes frankly that local live programing on any regularly 
scheduled basis on local tv stations presents almost unsurmountable prob- 
lems to originate, finance, find necessary talent, and produce. He concedes 
further that more public inquiry into these problems would serve no purpose. 
Omaha viewers had no complaints about their tv fare. 

^^ Nevertheless — the warning finger wags, and Henry still holds that 
the amount of local live programing in prime time is a "highly signif i- 
nif icant index" of the way the licensee views his obligation. 

The report recommends that local tv broadcasters: maintain liaison 
with viewers by annotmcing regularly, in prime time, broadcaster's obli- 
gation to serve the public ; maintain open records at the station of past 
and proposed programing as filed in FCC applications — but revised in the 
future to be more understandable to both FCC and the public. 

Also to be on record: financial data of the station and tv revenues 
in the community on public record at the FCC ; extra clear listings of prime 
time shows ; community issues ; a breakdown of station programing staff as to 
function; local segments in non-local programs. 

'^^ Cmnr. Rosel Hyde dissented from the local inquiry as an intrusion 
into the processes of democratic choice — which may be slow, but the 
alternative is stifling paternalism. 



66 



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It's time to 
SPEAK OUT! 

"Approaching our second anni- 
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Center, I see an excellent fall and 
winter ahead for both WROC's 
listeners and WROC's sponsors. 
Here's why: 

1. BALANCED PROGRAMMING 

"The WROC-Television lineup of 
Rochester's most popular per- 
sonalities, locally originated pro- 
grams and movies complement 
the excellent new NBC fa 
schedule of exciting programs in 
living color and black and white. 
There are shows to appeal to all 
ages ... to the entire household. 

2. COMPLETE SERVICE 

"WROC is the only complete broadcasting service in Rochester- 
TV, Radio and FM. 

3. PETRY RATE CLASSIFICATION 

WROC-TV was one of the first stations in the U.S. to institute the 
new Retry Plan— the most efficient system yet devised for an- 
nouncement rate classification. Here is the balance, the appeal 
that no other local station has. 





I D E NT 



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ROCHESTER. NY 



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season — p. 23 



"^21 CONTENTS— see p. 6 



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NO OTHER STATION 

CAN MAKE THIS 

STATEMENT 

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MOBILE-PENSACOLA 

mMAiMy 



February March 1963 




1962 1961 I960 1959 



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50% SHARE of AUDIENCE 




® 



Exreptioii To The Rule 

WKRG 'TV — Mobile— Pensacola 

lias avera«ie«l 3()9f *"* more sli:ire of 
audience in every iMareli AHB ineasnrenienl 
since 1939. from 9 a.m. lo mi(lni<j:lit.^' 

N'ote; The dates usod herein *rc estlroalcs from Manli ARB surveys I'.'V.i through 

1963. Audlejice moasuronumt duta are estimates oiib — suhjei-t to defects and 

limitations of source material and metliods. Hence, they ma.v not be accunte 

measures of a true audience. 

Represented by H-R Television, Inc. 

or call 

C. P. PERSONS, Jr., General Maiiajier 



J 



*3 station VHF marlte* 



'SPONSOR-WEEK 



ill tv/radio Mivertfafaiff 
•1 November 19fi3 



Loevinger plays safe: FCC's Lee Loevinger 

has rnatlc some mercurial recommendations on 
what to do about commercials regulations 
which manage to flow in all directions at once. 
In a talk last week to Oregon broadcasters, he 
first chided the industry on its monotony of 
approach in comments to tlie fCC, then offered 
these possibilities: 

• Take inside-out approach to NAB Code 
limits. Use non-commercial program time re- 
quirements indicated by current NAB com- 
mercials' Code maximum, as gauge of broad- 
caster's operation in the public interest. "This 
would permit flexibility and change from time 
to time." 

• Or — set up time standards based either 
on NAB Code or FCC proposals, to be con- 
sidered as "prima facie or presumptive spe- 
cifications of the public interest, but which are 
not conclusive or compelling." Also produc- 
tive of flexibility and adaptability — and, 
broadcasters might add. plenty of knockdown 
drag-out argument. 

• Or — have every broadcaster prescribe his 
own code limits in advance on application 
program proposals, and check follow-through 
at renewal time. 

Loevinger hastened to add that these ideas 
are merely suggestions, not recommendations. 
In any case, he feels FCC shouldn't hold 
broadcasters to "fractional" deviation from 
program prospectus. On the other hand, FCC 
would be practical to hold applicant to a 
maximum amount of time for commercials, 
etc. Broadcasters will take it from there . . . 
probably to Rep. Rogers' hearings this week 
on his bill to bar FCC action limiting commer- 
cials. FCC chairman Henry will be on home 
soil, and will probably shepherd the commis- 
sion flock to the congressional ordeal. 

Rating swerve: New 30-market Nielsen prime 
time ratings took on a somewhat different 



look during week ending 27 October. CBS and 
NBC were a tenth point apart, while ABC 
dropped down. Latter noted among other 
things, preemption of Outer Limit'^ for docu- 
mentary, during the rated week, as reasons for 
sudden change. Half-hour wins by network 
were: CBS 18, NBC 17, ABC 11. 

By share of the audience, the NMA's look 
like this: 



Week Ending 


ABC 


CBS 


NBC 


29 Sept. 


28.3% 


33.0% 


28.0% 


6 Oct. 


28.6 


32.7 


27.3 


13 Oct. 


29.7 


31.0 


27.7 


20 Oct. 


29.3 


29.2 


29.4 


27 Oct. 


26.6 


30.7 


30.6 



Agreement at last: After six months of nego- 
tiation, RAB and NAB have agreed on a jointly 
sponsored radio audience methodology study. 
Last week's agreement, subject to approval by 
each group's board, calls for an outlay of 
$75,000 apiece. RAB hopes to raise at least 
S.50.000 more to obtain the S200.000 it con- 
siders necessary for the project. At an N.\B 
meeting last month. Group W's Donald H. 
McGannon, who worked out the agreement 
with RAB's Edmund C. Bunker, stressed NAB 
would contribute its share in small amounts, 
thereby maintaining some control of the pro- 
ject, and retaining the right to withdraw if it 
wishes (sponsor, 21 October). N.\B, polling 
its board by mail for approval, expects a de- 
cision this week. R.\B board members will 
vote at their 12 November meeting in \^'ash- 
ington. 

Also announced last week was closing of 
agreement between Advertising Research 
Foundation and RKO General Broadcasting 
in which .\RF would consult with the station 
group on the radio methodolog)- studies it will 
conduct in Detroit. 



"SPONSOR-WEEK 



4 November 1963 



Disease of fear: Galloping, growing, wither- 
ing fear is developing in radio, a worse disease 
than the medium's . . . anemia brought on by 
overpopulation and underselling, says Thomas 
J. Swafford, president of White Oaks Broad- 
casting (KDEF-AM-FM), Albuquerque. He 
told the Ore. State B'casters Assn. the fears 
are competition, creditors, cancellations, fail- 
ure. "Afraid to turn down a rate chisel, not 
only because he needs the money, but for 
fear a competitor will take it. Afraid to turn 
the screws on the agency six months in arrears 
for fear he'll never get another schedule out 
of them. Afraid to turn down a retailer who 
wants a phoney affidavit so he can collect 
more co-op money for the same reason. Afraid 
to light a new license application in his al- 
ready saturated community for fear it'll go 
into a hearing he can't afford. Afraid to edi- 
torialize and sing out against the shoddy refer- 
endum or village boondoggle for fear of 
offending someone who's in a position to bring 
reprisals. And most of all," said Swafford, 
"fear of government." 

Huntley buys stations: Chet Huntley is part 
of four-man group taking over WALK (AM- 
FM), Patchogue, and WRTV, Riverhead, in 
Long Island, both purchased from Suffolk 
Broadcasting at a total of $367,500. FCC just 
approved transfer to newly formed Island 
Broadcasting, which, in addition to Huntley, 
has as its principal partners: Edward W. 
Wood, Jr., former gen. sales mgr. of Cello- 
matic Div. of Screen Gems Industrial Prods.; 
Jerome Feniger, general corporate exec of 
Cowles Magazines & Broadcasting; and Wil- 
liam W. Mulvey, senior v.p. of McCann- 
Erickson. Wood takes over as president and 
gen. mgr. of the stations. 

Colorforms gets FTC red light: The commis- 
sion issued a consent order halting deceptive 
advertising by the New Jersey toy firm, spe- 
cifically citing its tv commercials. FTC says 



the ads create the false impression that both its 
$1.98 and 98-cent "Miss Ballerina Dress-up 
Kits" contain three dolls and the same amount 
of doll clothing. In reality, the 98-cent kit 
contains but one doll and a smaller assortment 
of clothes. These typical claims are challenged: 
"You can have hours of fun. For here are 
three dainty little ballerinas . . . with lots 
of ballerina clothes. For $1.98 ... or 98 cents 
in a smaller size." In another action, FTC 
adopted a proposed order to cease and desist 
issued last 24 May against Earl Scheib, Inc., 
Beverly Hills, national chain of automobile 
paint and repair shops (see SPONSOR, 17 June 
1963) . Charge was bait advertising and decep- 
tive pricing, savings, and guarantee claims. 

FCC defines willful: A broadcaster doesn't 
have to know he's acting in the wrong to earn 
the sobriquet, "willful," and so be liable to 
FCC fine. The FCC says a "willful" act means 
anything done when a licensee knows what he's 
doing, as distinct from "accidentally" — such 
as bumping into things. The definition was 
handed to four Minneapolis tv stations liable 
for $500 fines (2 September 1962) for non- 
disclosure that downtown merchants sponsored 
talks favoring a Sunday closing ordinance. 
To get out of this one, the four would have to 
convince the FCC that the offending tapes 
were aired when station personnel accidentally 
hit a switch or bumped a knob. 

Florida promotion: It will be worth money 
for citrus growers to mention "Florida" in air 
advertising. Florida Citrus Commission has 
an advertising rebate budget of $200,000 
divided between brand advertising of fresh 
and processed grapefruit. Citrus air adver- 
tisers can recover a substantial part of their 
campaign costs if, in selling grapefruit pro- 
ducts, the word "Florida" is used in radio or 
tv commercials "at least as frequently as the 
brand name." 



4 Secx)nd class postage paid at N.Y.C. 




i* 



)wtl •r«ct«d m new t n«w WSPA-TV transmitter ts: ■ 3,468 f«et abovt sea l«vtl 

■bov* average terrain in ii« area, wnicn meant an increms* of 70%. ■ equipped to broadcast with 31C,(K>v Mr.iin 
means an increase of 23%. 

This alto means, among other pleasant things: ■ a M% increase in Grade B coverage contour; 2,fZ0,t69 pcopu 
' with only 1,219,709 people before a coverage from Charlotte, N.C., to Toccoa and the Sav,^ 
Dm the tMestern North Carolina mountain country above Asheville southward almost to 
i>ou<n Carolina at Columbia 



H nittans, in short, money in tni- t).inp< tor .xiwcnisers wno want re«uiis m ine 4r>(n marKei (Sales Man. 
•f Bvying Power rating for the Spartanburg-Greenville-Asheville market). 

^^' ****,'J5J|ji Jyjgy ^""^''il' Af «f ***' **^ *''* "**" ''*>'" George P. Hollingbery. 



Tvey 



WSPA-T 



vnto ana op«riiea Dy :>PARTAN RADIOCASTING COMfANt Hi.iv i orcwn rrc j*« 
>ARTANBURG, SOUTH CAROLINA /9S m the Nation s 4C(h mar 



BUYING 
POWER 

and 

SELLING 
POWER 




you get both\ 
on WLIB 



The buying power of the greater New 
York Negro Community is an enor- 
mous $2.25-billion. 

As for "selling power" the facts 
here, too, speak for themselves. 
WLIB has more national advertisers 
than any other Negro-programmed 
station in the market. Often - more 
than all the rest combined. It's been 
that way year after year for almost 
a decade. There's just no other 
Negro station in the same league. 

More - WLIB is the ONLY station in 
New York City that programs to the 
Negro Community 7 days a week. 
365 days a year. Today it is almost 
standard practice to include it as 
one of the "mustbuy" stations in 
the market. 



WilB 



/Cc4^cLu(j ( gyviAty. 



310 IfNOX JVfNUf AT 125th ST N£W YORK 27. N Y 



'SPONSOR 



21 



23 



28 



35 



42 



47 



54 



59 



4 NOVEMBER 1963 
Vei. 17 No. 44 



GENERAL 

Continued broadcast-media boom forecast at IBFIVI 

Convention of financial organization hears glowing predictions fo 
all branches of industry. See 1,()00 tv stations b\ 1970 

Hollywood girds for the sales season of 1964-65 

Ad\enture, comedy, entertainment again take center of the stage ii 
pilots directed to agencies, advertisers, tv networks 

ADVERTISERS 

Alcoa is moulding ''hard sell" tv image with hard newj 

Network programing switches from drama to "Huntley-Brinkleyj 
giving rise to new commercial concept for the company 

AGENCIES 

Fort Wayne ''junket" really a buyers' market trip 

Chicago guests of Corinthian Broadcasting taken to Indiana cit 
to experience, evaluate and enjoy that market at first hand 

TV MEDIA 



Tape production houses more than just equipment ' 

Working on several thousand commercials each year, the\- are alil 

to provide for agencies vital, needed ad\ice on creativitv 

i 

RADIO MEDIA 



Totals for radio brand billings at make-break point I 

RAB's Ed Bunker sees a tough fight ahead to persuade others I 
be guided b) , and act upon, the New York-area pilot stud\" 

SYNDICATION 



Top-Flight sponsors favor Wolper video specials 

New series of si.\ first-run, d()cumentar\-t\ pe. productions handli 
by UA-TV starts in 72 markets in next 10 da\ s 

STATION REPRESENTATIVES 



Raw ratings just one factor governing most time-bu) 

Trendex sur\t'\ for The Boiling C^o. confirms (jualit\' as the iii^ 
important tool. Timelnucrs answer six-part (luestionnaire 



DEPARTMENTS 

Calendar 10 

Commercial Critique 17 

555 Fifth 16 

Publisher's Report 9 



SPONSOK-Scope 

spo.vsoR-Week 

Tiinebuyers Corner 
\\ .isliiiv'ton Week 



'M: 



SPONSOR" Combined with TV, U.S. Rodio, U.S. FM . ■ 1 9. 3 SPONSOR Ti 
Inc EXECUTIVE, EDITORIAL, CIRCULATION, ADVERTISING OFFICES: 



C3T 



Ave, New York 10017. 212 MUrroy Hill 7 -SOSO. 
MIDWEST OFFICE: 612 N. Michigan Ave, Chicago 60611. MO 4-1166. 
SOUTHERN OFFICE: Box 3042 Birminghom. Alo 35212. 205-FA 2-6528. 
WESTERN OFFICE: 601 Colifornia Street, San Francisco 94)08. YU 1-8913. 
PRINTING OFFICE: 229 West 28th St., New York 10001, N. Y. 

SUBSCRIPTIONS: U.S. S8 o yeor Conoda S9 a year. Other countries SI I a year. S' 
copies -40c Printed in USA Published weekly. Second cioss postage paid ot N.Y.C. 

SP0NS3R I \()\i Mill K I'' 



ii 




^st in 



biladclf^bia 




*Ai Mlinuttd xnA limilvd »« thown m r^ctort* 



At his hoiiu-. ahovf the hanks ot the Schuylkill, johfi 
Bartrani — Philadelphia scientist — estahlished the 
first hotamc gardens mi the United States. 

Harriam's in()uisitive nund, challenged hy nature's 
nusteiies, attanied international recognition hy pub- 
licizing the unfamiliar plant life of the colonics. As an 
enthusiastic collector, Bartrani sought new and curi- 
ous specimens throughout the wilderness of North 
America. 

Bartram's Ciarden . . . still beautiful today after two 
centuries . . . recalls the rich accomplishments of the 
historic botamst. \\ IB(i. Radio '>*>. First in listencr- 
.ship, according to I'ul.se. Hooper and N'CS,* serves the 
nation's City of Firsts — Philadelphia. Ihe great 
adventures of the past — m industry, commerce and 
culture — .serve well to provide glowing incentive for 
our future. 



STOKER 



NEW YORK 



LOS ANGELES 



MILWAUKEE 

.'/ /;■■-.■"/ 



CLEVELAND 



CLEVELAND 



MIAMI 



ATLANTA 



TOLEDO 



TOLEDO 



DETROIT 



DETROIT 



WIBG 



PHILADELPHIA 



PONSOR 1 N,,\, MKiR 1903 




What's Blair's Promotion and Marketing 
Department done for you lately? If you're a 
Blair client, you could probably talk about 
it for the next hour. 

Promotion and Marketing provides the facts 
and tools Blair salesmen need to serve you 
better. Helps you map a strong selling cam- 
paign ... a campaign supported by local pro- 
motion and merchandising ... a campaign that 
turns viewers into customers. 
To do it all, Promotion and Marketing works 
closely with Blair research. 
Stays on top of changing 
market conditions. Watches 
distributional patterns. 
Checks media coverage. 
Keeps an eye open for sea- 
sonal opportunities, audience 
trends, employment and in- 
dustrial factors. 
Results: increased audience 



THt ttORTHt*ST TtRBnOW 

30% ol «e Kfectt* fciwi >OT« 



WKBF-TVBIHGHAMTONWRKfT 

Channel 12 



«l(WK<IIN(3t3 



NiMgHtinn 23 SOD 




and sales for clients and stations; recognition 
and satisfaction for the staff of promotion and 
marketing (they have won numerous awards 
for outstanding sales promotion, audience pro- 
motion and merchandising) ; a smooth-running 
Blair team. 

Blair specializes in the behind-the-scenes serv- 
ice that is the key to on-the-spot selling. Crack- 
erjack groups of experts in Research, Special 
Projects, Sales Service, Promotion and 
Marketing back the best equipped and best 
informed sales team in the business. The 
sales team that shows you how to hit the 
hottest markets at the right time and with the 
right kind of schedule. 

— „™-— . Blair service is service with 
a difference, the degree of 
difference that separates 
just fair results from out- 
standing results. _.-'°""°% 
Try it and see. \p1i \ 






BLAIR TELEVISION 



rPUBUSHER'S 
REPORT 



Oi>r inan'i view of 
\iKii>iK'aiit liitp|><-iiiiiK\ III 
broadcast advrrtisiiiK 



The 4As sound off 

Tin: lu'w lilt' lliat Jolm (!i iclilnii. pn^idt'nt ul llir lAs, has bicaliicd 
into that slaiil iiistitiiti«>ii (hiring his IH-rnonlh tcinnc i> irfrcshing 
I indeed. 
I Instead nt licadiiig «»n epps. as has heen lh«' ni-»lom at the I \s. 
'» well as >onie other like organi/.atioiis, they're actually eoininitlinp 
i'in>el\e> on roiitroversial issues. Next thing you know they'll he 
iking a >tand on K&K's no\<d proposal to place -.pot hiisiness only 
III -itation> suhscrihing to the NAB ('o<les or a rea-«oiiahl«" faoimile. 
Hut as 1 was ahout to say . . . 

John made news last week when he divulged the results of a 
|uesli«)iinaire circulated among hi^ memhership concerning some 
•icklish ltroadca>t prohlems. 
. The conclu.-ioiis are lisleil on |)age M . 

j I can't agree with all he said, hut I admii<' his candor. I also 
ndniire his hasic ohjectives. 

He ( (»ncliided his talk hefore IRTS, which has become a top forum 
)f tlu- broadcast indu>try. by saying: 

"All agencies have a tremendous slake in the growth and de\<d- 
|)pnient of the television and radio nu'dia. We acknowledge our 
j-esponsibility in these areas. 

I "... it is po»ible to denigrate it (television) bv thinking oiil\ 
In cost-per-thoii^aiid terms. 

I "We should like you to feel convinced of an identitv of interest, 
H deep desire to improve the (piality and performance and sales 
lelivery of the medium, and a sense of mutual involvement and 
:oinl purpose." 

In general, he indicated, agencies feel that government should 
' n»t exercise expanded controls over advertising and programing. 
Iiould not license networks, should not fix commenial time limita- 
lons, should n«)t police rating services. 

On the subject of whether additional uhf stations should be 
I anted the vole was divided. But one top- 10 agency chief told me 
'lal many of the "yes" votes simply meant that the res|)oiidenls wanted 

• re than ."iOO iv stations on the air. The current ipioia per market 
•esn t (ill the national spot demand. 

At the same time Crichlon pointed out the >crioiis iiijurv VCC. 

I nflicled on radio when it opened the am radio n«)odgales from 90() 

I the present .3.800 stations regardless of economic consequences. 

»le sai«l this a> a warning against .i uhf population e\|)|o-ion. 
Thi> kind ot agency iinolvcment i> all to the good. Ii"> high time 

• 4.As sounded oflF, even if I take exception (as I do I to s(mie of 
" sounding-. Mayl)e the AN.\ will follow suit. It gives valuable 

idancc to the broadcaster in the conduct of hi- bii-ine— .. \iid I 
>pect that the government will be li>tening. loo. 



Y7-t-L</ 



WPTR i WMCA 



ALBANY-TROY | 

SCHENECTADY • 

N Y I 

I 



NEW YORK 
N Y 




<?i 



DIFFERENT? 



PUBLIC SERVICE 

— WmCA ha\ cormd lor iltdl Ihr npulation bolh 
of having a communit> con%ciouincii and of effec- 
tively performing in llie community'i interrit We 
Of WPTR hove every reason to believe that we 
cn|oy the lomc reputation in tttr Great Northrott 
Therefore, both commumtiet benefit from the total 
radio service that only profettional and proficient 
broodcotters con porform. 

"^^'^"— TO PtRRY SAMUELS. Gen- 
eral Manager The enthuviattic support of 
WPTR hoi been the high point of our campaign " 
— M H Yogtr, Campaign Geo/ Chairmon 
WMHT-fducodono/ TV 

TO JIM RAMSBURG. Program Director —" . . 
Our U N Day Celebration this year was terrific- 
ally successful, and WPTR's contribution made it 
so " 

— Kathcnnc O'Connor, U N Ocy Chairmen 

TO KEN PARKER, News Director — ■ It has 

been most gratifying to us lo successfully carry out 
the public rclotions workshop We ore most 

grateful to you for presenting the idea to us orig- 
inally, and for carrying through so beautifully 
with your own lively presentation 
— Mrs Robert Mock. Pretidtnt 

League of Women Voteri of Albany County 
Albany, New York 

TO PERRY SAMUELS. General Monoger — 
Pol Pattenon docs an cicellent lob His porticipo- 
tion in our Community Chest Red Cross Compoign 
recording session was a fine contribution to o 
successful production 

— Neil L Moylan. Aist Deputy Commitiioner 
Slote of Now York, Department ot Commerce 

llM I 11^1X9 • _Brcause WPTR responds 
to the community, the community responds to us. 
WPTR has the grcolesl shore of audience— all dor 

WPTR STATION X STATION Y STATION Z 
26% 18% 15% 14% 

SOURCE The Pulse Inc , July-August. 1961' 
'See methodology and tolerance ciplonation in 
Pulse. 

YOUR EAST MAN WILL BE HAPPY TO EXPLAIN 
WHAT WPTR CAN DO FOR YOU 



YES: WPTR 

A!bany-Troy-Schenectady 
VP & GEN MGR: Perry S. Samuel* 




robert e.eastman h co., 

rapratanfing major radio ttotiont 



PONSOR I \,)\tM,uR HXi.8 



^'CALENDAR 



The when and where 
of coming events 
4 November \9(i'^ 



NOVEMBER 

Oregon Assn. of Broadcasters, con- 
vention, Hilton Hotel, Portland 
(1-2) 

Hollywood Advertising Club, luncli- 
eon meeting, Hollywood-Roose- 
velt (4) 

National Academy of Television 
Arts and Sciences, forum "New 
Talent Showcase, Lambs Club 
Auditorium, New York (4) 

National Business Publications, pro- 
duction seminar, Essex House, 
New York (4) 

Central Canadian Broadcasters 
Assn., management and engineer- 
ing convention. Royal York Ho- 
tel, Toronto (4-5) 



Maine Assn. of Broadcasters, an- 
nual meeting, Eastland Hotel, 
Portland (6) 

American Assn. of Advertising 
Agencies, eastern annual meet- 
ing, Waldorf-Astoria, New York 
(6-7) 

Illinois Broadcasters Assn., fall con- 
vention, Chicago (7-8) 

International Radio & Television 
Society, 1st annual college majors 
conference. Hotel Roosevelt, 
New York (7-8) 

U. of Missouri School of Journal- 
ism, 6th annual freedom of in- 
formation conference. Cohunbia, 
Mo. (7-8) 

Washington State Assn. of Broad- 
casters, fall meeting, Ridpath Ho- 



tel, Spokane (7-9) 
Oregon Assn. of Broadcasters, coi 

ference on news coverage of d: 
courts, Eugene Hotel, Euger 
(8-9) 

Assn. of National Advertisers, a) 
nual meeting. The Homestea 
Hot Springs, Va. (10-13) 

Group W, 5th conference on loc 
public ser\'ice programing. Ins 
tute of Music, Cleveland (11-1 

Electronic Industries Assn., I9< 
radio fall meeting, Manger II 
tel, Rochester, X. Y. (11-13) 

National Association of Broadcaj 
ers, fall conferences, Dinklt 
Andrew Jackson, Nashville (1 
15); Hotel Texas, Fort Worth (1 
19), Cosmopolitan, Denver (2 




ALAN 
HALE 



Ifl 



22); Fairniouiit, S.in Francisco 
(2.5-261 

!l|| lidviTlisinji \\ oiiu-ii of Ni-w York 
Foundation, annual advertising 
career conference, (Commodore 
Hotel, New York il6> 

slaffational Assn. of Educational 
Broadcasters, national eomeii- 
tion. Hotel Scliroeder, Milwau- 
kee (17-20) 

'.A Iroadcasters Promotion Assn., an- 
nual convention, Jack Tar Hotel, 
8 San Francisco (17-20) 
iew Y'ork l^niversit>'s Division of 

(1(4 General I'ducation, editorial 
workshop. Hotel Lancaster, New 
York (18-20) 
Iroadcasfinn KxeculiNes ('luh of 
New lamland, Innilicon incctini; 



witii H\H president Kd Hunker 
as spe.iker, .Sheraton I'l.i/a. Hus- 
ton i\m 

The Television Bureau of .\dvertis- 
ini;, annual inenil)ershi|) nieetinil, 
.Sheralon-Hhiekstone Hotel, C.hi- 
cauo (19-21); .3rd annual sales 
manaijers nieetinii (20) 

American .Assn. of Advertising 
Agencies, annual convention, 
St.itier Hilton. (;ie\,-l.ind (20) 

InternatioiKil Hadio ^ lelevision 
Society, n<'WMn.iker hnu heon 
with W. .\\erell Harrini.m. Hotel 
Hoose\elt, New York ^20l 

National .\cademy of Television 
.\rts and Sciences, dinner, Hilton 
Hotel, New York (22i 

\N isconsin .Associated Press Hroad- 



casters. \iilw.nikee. W i.sc. (22-23) 
Hroadt astiiiii and \d\«rlisinv; I)i\i- 
sinn of the \nu-rican Jew ish ( om- 
mittee, dinner w itii Brown 6c Wil- 
liamson Tobacco (lorp. president 
William S. (.'iitchins as uuest. 
New York Hilton, N. Y. (2.3) 
International Radio & Television 
Society, special projects lunch- 
eon, \\'aldorf-.\storia, (27); 

DECEMBER 

National Iho.idc.istini; (.o., .innnal 
coiiNcntion lor radio and t\ af- 
filiates. New York (2-.VI 

Broadcastinij Kxecutives ( luh ol 
New Faiuland, CJhristmas |)arty, 
Sheraton Pl.i/a, Boston ( 16) 





Warner Bros. TelevftiAi Division • 666 Fifth Avenue^ Imyortrlli N.Y. 



CON 




tlie rich. 33 county 



MIDDLE 

GEORGIA 

MARKET 



571,000 
$781,754,000 
$482,782,000 



PEOPLE 
INCOMES 
RETAIL SALES 



CBS, NBC and ABC, 

PLUS STRONG MIDDLE 

GEORGIA PROGRAMS 

WMAZ-TV has selected out- 
standing programs for 1963-1964 
from the three major networks. 
Added to these are strong local 
news, sports, farm features, en- 
tertainment and public affairs 
programming that appeal to the 
specific interests of the half- 
million people in the 33-county 
Middle Georgia Market. 



Population, Income and Retail Sales from 
Sales Management Survey of Buying Power, i* 
for the 33 counties listed in ARB, February/ J 
March, 1963. 



Here is the WMAZ-TV market . . . almost ours alone . . . the dynamic' 
33-county MIDDLE GEORGIA MARKET, cultivated and served well by 
this strong station since 1953. 

With Macon as its center and largest city, the MIDDLE GEORGIA 
MARKET is rich in industry, agriculture, and opportunity. 

It's yours for the asking. Ask us! 



I EXCLUSIVELY YOURS 

WITH THIS STRONG ONE-INTHE-MARKET STATION 

If/ilinted Stations SOUTHEASTERN 

WFBC-TV WBIR-TV oo..no.c.,.. 


[TOIT, 


NBC chle, : cVs cJ.nne! ,! BROADCASTING 

Greenville, S.C Knoxville, Tenn. mDPnRATink 

Serving Greenville, World's Tollest Tower bUWrUHHIIUW 

Sportanburg-Asheville ^^"^^^^ % 

Rcprcscutcd l)\ 1 ici \-Kri(>(l('l. Inc. ^k\ 
12 


CBS, NBC, ABC CHANNEL 13 i 

MACON, GA. 1 


OUR AM AND FM STATIONS AISO SERVE THIS MARKET 

SPONSOR 1 NOVIMBIK l!J 

L 



'SPONSOR-SCOPE 



4 NOVEMBER 19(13 



liiliTprrtatiiiii and coiiiiiit-iitary 
on most siKoi'icuiit t\/rucliii 
and iiiurkftiiix newt of the week 



Seldom have admen seen so many national Nielsen figures bandied about in tv. 

Willi the lir>l ol tla- C)ctul)(.'r .Mcl.-cii .National icin)it> lia\iiig iiidicatetJ a close 
network race, there's heen a spate of rating numhers given out which go well l>eyond 
the top 15, and some fine numerical hairs have been split by researchers. 

Tlie rush to the slide rules is justified, to some extent; the two-week (»\er-all 
Nielsen averages actually cloud the issue of just how close the network battle has 
become. 

CBS TV emerges as the wimier with its 20.0 average rating (20.3 a year ago), 
while NBC has a 17.0 (17.7 in 1962) and ABC a 16.4 ( 11.7 in 1962). 

Actually, there are some interesting differences between the two rating-week 
periods which make up the October I report. Some tv shows are already building, 
others losing audiences after the initial sendoff. 



The "winner" in a particular time period may only be holding a slight edge. 

In the second week of tJie Octobei I national Nielsen, no less than 19 half- 
liour periods, /e55 than two points separate tlie first and second-place programs, with 
12 half hours showing less than one point separation (six of these involve .^BC and 
CBS). If you toss in the possible rating ranges involved, networks are in a neck and 
neck race in quite a number of key time periods. 

In only nine of the 49 nighttime half hours involved is there any sort of run- 
away. CBS has seven wiimers leading the next-highest show by more than five 
points. In effect, a handful of strong CBS programs are doing much to raise the 
over-all CBS TV audience average to a point where CBS looks like a strong network 
winner. Situation creates a problem for A. C. Nielsen Co.. which isn't releasing the 
flood of data but could easilv be in for criticism when Washington takes its next 
swipe at Madison Avenue adherence to rating theology. 



"Flagrant misrepresentations" have been largely eliminated from tv toy commercials. 

So said New ^ ork Code olliee manager Sttx kton llellhieh last week to eolumnist 
Peter Bart of the AW York Times, although the NAB olhcial ailmitted that "we're 
still far from Nirvana." 

Bart also reported that tov industry sales this vear at wholesale are expected to 
amount to some SI. 2 billion, as against $51.S million only a decade ago. Of toy 
industry ad budgets, "about 94 '^,' " is spent on tv, with the main push landing during 
the Christmas season, Bart revealed. 



r 



NBC TV is stepping up the pace of its activities in merchandising this falll. 

One of the chief areas is develojxnent of merchandising ginmiicks for multi- 
sponsored shows, in which old-fashioned single-sponsor identification tends to l*e 
lost in favor of low-cost mass circulation. 

Such promotional material --point-of-purehase displays, premium items, prize 
contests, etc. — will be "prominently identified with the network show and principal 
characters" and will be offered to participation advertisers "at only a fraction of 
what it would cost each sjionsor separately." 

The network has also been sending "dozens of mailings of a varied assort- 
ment of promotional aids" tied to the new fall schedule to promotion managers of 
the network's afhlates. 

IS 



^SPONSOR-SCOPE 



4 NOVEMBER 1963 



Interest in reviving top network-level shows from radio's heyday continues to grow. 

Latest project: Herb Moss, head of Gotham Recording Corp. (commercials, re- 
cordings, studio facilities) is trying to obtain clearances — no easy task — on the 
386 Lux Radio Theater shows hosted by Cecil B. DeMille during the famed drama 
series' run of more than 20 years on NBC and CBS. Moss is convinced that good- 
quality tapes, with the sound cleaned up, can be made from original acetates of 
the shows still in existence. 

Moss feels that "a very large radio audience" could be attracted by the star- 
studded shows, which featured radio adaptations of movies with Hollywood casts. 
In its day, Lux drew audiences as big as 40 million on Monday nights. 

On other fronts. The Shadow is already in radio syndication, and CBS Radio 
is trying to clear a number of top comedy shows for network reruns. 



Tv fashion shows will get a shot in the arm from Cotton Council next spring. 

The Council, which has used both spot and network tv in past two years, will 
work with stores in some 35 markets for all-cotton tv fashion shows. This is first 
time the Council has used tv with stores. Previous store promotions were limited to 
print, "Maid of Cotton" plugging, etc. 

Cotton Council first used spot tv in fall of '62, adding network last spring, spots 
and network tv this fall. For 1964, Council will concentrate on daytime and nighttime 
network tv, dropping spot, but adding the tv store promotions. Working with Cotton 
Council on the store promotions is TvB. 



Petry's "standard rate card" for its stations is winning acceptance among agencies. 

Introduced a few weeks ago (see sponsor, 2 September), card codes a station's 
rate to one of 18 different classifications, depending on size of market. A number of 
agencies have written appraisals on plan, reaching generally favorable conclusions. 
One of top agencies says it "appears to be more negotiable," a charge also levelled 
by rep competitors. But appearance is a long way from fact, and Petry is holding 
fast on the rates. 

At least six non-Petry stations have already adapted the card, it's reported. By 
January, Petry expects 16 of their stations will be standardized. Re-processing rate 
cards for stations takes considerable time, meaning only two or three stations a 
month are brought in. 



FCC oral argument on commercial time limit could be Congressional "public relations." 

Commission now will have good talking point this week when it faces wrath 
of Rep. Walter Rogers, during House Commerce communications subcommittee 
hearings on his bill to bar FCC from rulemaking on broadcast commercials. FCC's 
original proposal to consider adopting NAB Code limits on commercials has prac- 
tically collapsed under industry pressures from without, and increasing skepticism 
about its use within commission ranks. 

Candidates for oral argument appearance must send FCC a resume of their 
position, and time requested, before 12 November. FCC hearing date is 9 December. 



14 



We're out 1 cabin cruiser 

2 motorcycles, 28 transistor radios. 1 outboard motor 



But these prizes helped us prove a 
point. 

We held a contest a while back. 
More to measure the calibre than 
mere count of our listeners. We 
called it "The News-More-People- 
Quote Contest." It lasted 28 days 
and brought in 18,874 replies. 

By today's standards of 
around-the-world cruises and 
$100,000 checks, the prizes were 
not spectacular — and deliber- 
ately so. We were out to prove the 
qualitij of our audience. 

And we made it difficult for a 
contestant to enter. P'irst, he had 
to listen to the station on a regu- 
lar basis to hear the latest "quote 
clue." This was generally a quota- 
tion taken from a recently broad- 
cast statement by some prominent 
national or local figure. The 
trick was to identify who said it 
- and then to mail in this identifi- 
cation to the station. If this entry 
was correct, then it became eligi- 
ble to be included in the drawing 
for prizes. 



Considering the prizes and the 
difficulty in entering, the response 
was substantial and it told us 
plenty about the quality of our 
particular audience. ( 1 ) They like 
to be informed. (2) They remem- 
ber what they hear. (3) They 
respond intelligently. 

Isn't this the kind of attentive, 
responsive audience you're look- 
ing for each day? In weighing 
your client's media problems, no 
doubt your answer is "yes." So 
why not call your Petryman today. 




WFAA 

820 



WFAA-AM-FM-T\' 
Communications Center Broad- 
cast services of The Dallas Morn- 
ing News / Represented by 
Edward Petry & Co., Inc. 



President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 

Secretary-Treasurer 
Elaine Couper Glenn 



EDITORIAL 

Editor 
Robert M. Grebe 

Executive Editor 

Charles Sinclair 

Senior Editor 
H. William Falk 

Art Editor 
John Brand 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 
Niki Kalish 
Jacqueline Eagle 
Diane Halbert 

Copy Editor 
Tom Fitzsimmons 

Assistant Editor 
Susan Shapiro 

Washington News Bureau 
Mildred Hall 

Contributinj» Editors 
Dr. John R. Thayer 
James A. Weber (Chicago) 



ADVERTISING 



Southern Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
Jthn E. Pearson 

Mideast Manager 
John C. Smith 

Northeast Manager 

Gardner A. Phinney 

Production Manager 
Mary Lou Ponsell 

Sales Secretary 
Mrs. Lydia D. Cockerille 



CIRCULATION 



Manager 
Jack Rayman 

John J. Kelly 
Mrs. Lydia Martinez 
Gloria Streppone 
Mrs. Lillian Berkof 



ADMINISTRATIVE 



Assistant to tlie Publisher 
Charles L. Nash 

Ac<'ountinK 
Mrs. Syd Guttman 
Mrs. Rose Alexander 

(General Sojvices 
George Becker 
Madeline Camarda 
Michael Crocco 
Joy Ann Kittas 

16 



'555 FIFTH 



Letters to the Editor 



QXR WEB HANDLES OWN OUTLETS 

The excellent article in the 21 
October issue of sponsor titled 
"Folk or Faust, It's All A New Sales 
Aria," is in error where it states that 
the QXR Network is represented by 
a spot sales organization. 

The QXR Network is not repre- 
sented by Ohland Robeck or b\ 
any other spot sales organization. 
QXR is a coast-to-coast inter-con- 
nected network like CBS or NBC, 
and all sales are handled by our 
own staff. 

Naturally, we work cooperatively 
with the many firms which repre- 
sent our stations where it will be to 
the benefit of the stations, as in the 
case of the Fels Philadelphia Or- 
chestra program. 

This clarification should in no 
way detract from an otherwise ex- 
cellent piece. 

Morton S. Stone 

vice president 

The QXR Network 

New York 

NOT LAST-MINUTITIS 

In sponsor's 14 October article 
on Stan Freberg I was particularK- 
interested in the quote b\ Freberg's 
General Manager Bill Andresen, 
namely: 

"Stan works best under the pres- 
sure of an air date . . . Actualh , 
most of oiu- stuff goes out by air 
express 48 hours before it's due to 
start a broadcast schedule. " 

Your readers might be interested 
to know that much of all ihc stuff 
that is done on the West Coast for 
Eastern, Northwestern, Midwestern 
and Southern agencies goes by Air 
Express — not iMiniarily becau.sc 
Western produc(Ms and others in 
the industr\ in California are prone 
to last-minutitis, but because much 



of the talent is out there, and Air 
Express enables them to service 
Eastern clients just as quickly as 
their East Coast counterparts can. 

MGM Telestudios, New York, for 
instance, daily sends tapes made in 
New York to Acme Film Labs in 
North Holh'wood for lab process- 
ing and tape-to-film conversion.; 
The whole process takes one day, in 
eluding trans-continental shipment; 
both wa\s. 

The point is that .\ir Express has 
put Holh wood in the front \'ard of 
Chicago, Dallas, Washington, and 
New York. 

Emil Seerup 

vice president 

REA Expresj 

New Yorl 

"BETTER USE" OF SINGLE FIGURE,' 

After studying the many schenii 
proposed by the various rating si i 
\ices in determining ranges versn 
single figure ratings, we ha\e coin 
up with the following rubber stani) 
to be used on all surveys in orde 
to direct timebu\ers, agenc\" pei 
sonnel, and clients to perhaps bel 
ter use of single figures we have a 
wavs used. 



Before usiiiii these siniile fxa- 
ures on rating, share of audi- 
ence, or listeners in any cate- 
gory, we urge your careful 
study of page 000 showing the 
statistical error ])ossihlc in 
these single figures within 
various percentiles. Manage- 
ment, WHO- A\r-F\l-TV 

ObxiousK' a flyer could also can 
the same information. 

Paul A. Loy 
vice president, gen. m: 
Central Broadcasting ( 
Des Moin 

SPONSOR /4 NOVEMiuK 19( 



COMMERCIAL 
CRITIQUE 



IrfiKK, tf('liiii(|iifs iirM 
stall's ill ru(lii>/t\ 
(iMiiiiicrt iaU an- i-valudtfd 
l)\ iii<liislr\ Iradrrs 



Wliat happen 
copy tlie vog 



s wlien advertisers 
ue in commercials? 



vfrii. T ;)riM/ itiitl tv writer 
/. Wdltrr 77i()»i;).v()fi 



w 



iiMS lu'wiy wronn witli ti'K'\i- 
sion coinmrrc'ialsy 
I W t'll, soiiu' arc loo lonil, soiiu' arc 
it(K) cutf, SOIIU' arc inisk'adiiiu. .soiiu- 
•are insiiltinn to somrones intclli- 
i^t'iKc, some art* sensually irritatinii. 
land some are great. StrangcK 
lenounh. man\ tv commercials in all 
the precedinsi categories are tre- 
imeiuloiisly elFective as selling mes- 
fsages. 

But oiu- of the worst things about 
tv c«)mmercials is that many are 
ishwater dull. Thev look alike, 
iiind alike, are constructed alike 
id are a tremendous waste of 
oney. 

Example: Laughing, smiling 

oung people, always in motion, 

joxing themsehes on horseback, 

11 a sailboat, in a three-legged race, 

it a beach part>' wieni«> roast, and 

W some unexplainable reason, 

'looting clay pigeons. You know. 

jrl mi.sses clay pigeon, girl takes 

u-adache remedy, a cigarette, a 

|iiaff of beer, a chomp of chocolate 

'ir, or all four plus a little stomach 

ttler, then — Hot Cinders — girl 

I its clay pigeons! WhiU' she is 

mashing her inferioritx complex 

he wilv advertiser hints that YOl', 

elf-identifying chxl of a \iewer, 

on too. can be successful if \<»n 

•ikc headache remed\ , ciu.iretfe. 

to. 

I would classify this as a "school" 
commercials, just as the so-called 
»?ttict> of baloney, er, rather slice of 
life" commercial is in another 
5cho<il." The point being that the 
*^ rat two or three hundred ad\ertis- 
rs who adoj>t a certain st\le of 
i-" ommercial will make an impact of 
e kind. Rut wben you can't 
til<Bglire out if Mrs. Amos Flitz of 



■^ 



Metucheu, New Jersey ( her name 
is superi'd for that documentar\ 
look) is trying in broken Kuulish to 
evtoll the virtues of a detergent or 
a dog food, the commercial is no 
longer efF«'cti\('. 

Why do some of our biggest 
advertisers slavishly copy the lat- 
est vogue in commercials year after 
\i'ar? because its easy, and easy to 
argue for. For instance, when the 
number one company in any field 
uses Mongolian idiots in their com- 
mercials, why shouldn't companies 
number two and three do the sam<' 
and therefore, hopefully, sell as 
well as ntunber one? Well, ntunber 
one comiKiiu- was first, which is 
probably one reason wh\ it is num- 
ber one. 

Much of the fault lies with the 
client who asks for the copNcat 
approach, and with the account 
group which wants to avoid makinii 
wa\es with the client. Writers are 
saddled enoiiiih to want to dream 
up a new approach because it's 
more interesting for them, and 
might snag them "the award." 

Naturally, not all clients want to 
carb()n-cop\- their competitors or 
w.uit rubber stamp account men 
working for them, but thev are in 
the nu'nority — as an hour or two in 
front of the ti'lly will prove. 

In writing parodies of tv com- 
mercials for my new LP record 
(above): "Fast, Fast. Fast Relief 
From T\' Commercials," I was 
forced to choose 30-odd commer- 
cials that people would immtuliate- 
ly know. Hated or .ulmired, all were 
instanfh identifi.ible. It would h.ive 
Ix'en more difficult to satirize the 
"school" commercials. 

Isn't it probable that tlu-se bland 
commercials are also too similar to 
score sales points with the ctmfused 




JOHN {.. FAHKIS Miiior print iikI 
tv writer at J\\'T on Ford, I'liro- 
lator Filters, lU-adtTs Diuest. has 
written for comedians Bob and 
Ray, aiilliored "m." a saliriial 
hook of cartoons, and collatxirated 
on an original iiuisical, "Stars on 
\I> Mind, produced in New jer- 
se> . Farris, who entered adsertisini; 
in 19.52, considers his most iimisnal 
c ampaiun in the \ ideo mechiim one 
in « hi< li a h'\e bear appeared. 




MNSOR I N,,\,MiuR 1%3 



17 



how does a faftotoi 




Two ways. 



ricern you ? 




First — it's a perfect illustration of what 
a great campaign can do. Second — it 
proves that the advertiser who believes in 
advertising ends up a power in his industry. 

So — how does this concern a broadcaster? 

So — it works the same way here. 

Every station that sells advertising — and 
has equal faith in buying it as well — 
always winds up with a bigger share 
of spot in its market. 

Think it over. 

And don't eliminate the "tattoo". 

We respectfully suggest you find the 
"tattoo" that suits your station image 
best — then call SPONSOR. 

SPONSOR reaches practically everyone 
involved in the purchase of time — of course. 
But there's a special segment it reaches 
best. We call it "the influential 2000" 
because this "influential 2000" actually 
purchases better than 95% of all national 
radio and TV spot. SPONSOR has a greater 
penetration of influence within this group 
than any other book in the broadcast field. 

That's our sales "tattoo" — subst-jntiated by 
every independent survey made 



N 



THE WEEKLY MAGAZINE TV RADIO ADVERTISERS USC 



SPONSOR 1 N,)\i Mu,K iw:? 



19 




how do you fit a rhino into a rain barrel? 

It isn't easy, but you can ... if you're thick-skinned enough to be satisfied with just the rump 
It's like ranking TV markets. You can take a small portion of the market by using the SMSi^ 
metro approach . . . but if you want the whole rhino, you've got to rank by total market 
F'instance. Less than 10% of the Charlotte Market is located in the metro area, but the tota 
Charlotte TV Market contains 574,800 TV homes . . . ranking 20th in the nation! * And all the 
rhinos are talking about WBTV's ripsnorting 87% lead over the market's second station.* 

WD 



3Ti^W 



*ARB TV Market Diges 



CHARLOTTE 

JEFFERSON STANDARD BROADCASTING COMPANY 
Represented Nitionilly by Television Advertising fT'APJ Representatives, Inc. 



20 



SPONSOR/4 NOVEMBKK 1 9( 






SPONSOR 4 Suvrtfihif Uje.3 



Continued air- media boom 
forecast at IBFiVI confab 

Doubled billings, 1,000 stations predicted for tv in 1970 



R\i)i()-"i"\" financial txpiits lu'arcl 
soiiu' ulowinij ii'ports on tin- 
tiitiirt'S of cwnlliinii from tv's 
liaro of niajor-adwrtistT hudiiots 

I c-oniinunity antenna systems in 
\t"\v York last week at tin- third an- 

iiial lontfrcnct' oi tin- Institute ot 
Broadcasting Financial Manage- 

lu'nt. Thoy also hoard, in a few 

isfs, some new and nnusual facts 

Ixiiit the size, shape and sales- 

ruducini; abilities of broadcast 

nedia which ma\' have their effects 

II 1964 biidm>t planning. 
Speakers included Norman li. 

' ash. president of Television Bu- 

au of Advertising, who predicted 

n S'~f increase in o\er-all t\ spend- 

ig in 1964, and Radio Advertising 



Bureau presidi-nt Kdiiiund Bunker, 
who di\ulned the results of a New 
York pilot stu(l\ on railio brand 
billings. 

.\lso predicting giant strides for 
their industries were Frank Thomp- 
son, chairman of the public aiiairs 
committee of National Communit\ 
Television .\ssn.; John Pinto. \ice 
president of HKO (uiu'ral Fhone- 
\ision; William L. Putnam, chair- 
man. Committee for Compefitivi' 
Television, and James Schulke, 
president of the National Assn. of 
FM Broadcasters. 

T\ B's (.'ash served notice to 
IBFM that "we're going to ha\e to 
sell t\ to aiK crtisers at higher prices 
without ui\ing tlu-m much more 



audiciKc. lie said that .ilthough tv's 
tot.il audience is now plateauing. 
there will be .30' r more viewing by 
1970, due- to the increased mobility 
of p<»rtable sets, incTea.sed u.se of 
color tv, additional younuer .ind 
older families, n)ore leisure tiuM-, 
and a longer tv programing day. 
In addition. Cash |)redicte<l a "flat- 
teniuii of tN s seasonality, as people 
increasinuK take vacations in sea- 
sons other than summer, and as the 
school day and year is lengthened. 
Cash saw a lAYc growth in the 
dollar I'xpenditures of the top KX) 
t\ ad\ crti.sers by 1970 (see box). 
In 19fi(). these top 100 accounted 
for S^XK) million in t\ spendinu. In 
1970, if they continue their present 



iri:-l 



N 



lit 





Ciunmissiotirr Robert E. Lev — FC(' 

MNSOR 1 NcHFMiuk n»t);5 

I 



PriMili lit SOntuni 11. Cdslt — T\ H 



21 



Tv growth rate to top all-media increases 



The 



ill h^ 



ased their 



ation's top 100 advertisers will nave increi" 
spending at a faster rate (up 145%) than the race at which they 
will have increased their all-media spending (up 100%) in the 
period between 1960 and 1970. So predicted Norman E, "Pete" 
Cash of TvB in New York last week at an Institute of Broad- 
casting Financial Management conference. 

Other aspects of tv's financial growth noted by Cash: 
^ Tv has already established a track record of faster-than- 
average growth among ad media. In 1962, the top 100 adver- 
tisers spent 31% more for all-media advertising than they did in 
1957, but spent 64% more for tv in 1962 than five years previous. 
^ The outlook for 1964, as projected by TvB, is for an over- 
all increase in tv spending, as against 1963, of 8%. National 
spot tv will make the biggest gain (10%), TvB predicts. Net- 
work tv, which is already approaching a level of sales from 
which it is difficult to advance, will increase by 5%. 



rate of growth, they will spend $3.4 
billion. In order to continue tele- 
vision's rate of growth. Cash added, 
the medium must have 12% more 
homes; 33% more viewing, and 
55% more advertising revenues bv 
1970. 

Casli saw no reason "why we 
shouldn't increase our cpm to meet 
that of magazines or newspapers. 
Our medium has certainly more 
dimensions." 

Cash cited local advertising as an 
"area of growth." Newspapers, he 
said, are strong in local markets be- 
cause of their department store ad- 
vertising. 'We've got to do some- 
thing." 

Bunker tells of pilot study 

RAB's Ed Bunker disclosed the 
results of a pilot study of radio 
brand billings which indicates that 
local, regional and national adver- 
tisers together spent some $10 mil- 
lion (net) in radio in New York 
during the second quarter of 1963 
(see story, page 47). 

James '.Sclni Ike of the NAFMB in- 
formed the broadcast financial men 
that it is probable that the fm 
audience may have doubled or 
even tripled since 1960. A lack of 
proper research techniques made it 
impossible, however, to pro\e this. 
He .said that half of the fm audi- 
ence has iie\ cr been measured aiul 
won't be — "until better measure- 
ment techniques are devised." 



NAFMB is currently working on 
two projects it hopes will eliminate 
these measurement problems. This 
fall, the organization will conduct 
fm audience surveys itself, ana- 
lyzing the non-duplicated fm sta- 
tions; listeners tuned to the fm 
band of duplicating stations, and a 
comparison of the fm audience's 
tv habits. 

Schulke said that approximate!)' 
50% of the New York fm audience 
tunes to two good music stations, 
both of which duplicate their pro- 
graming. He estimated their com- 
bined yearh' billings at $4 million, 
adding that \\ith both, the fm band 
was given to advertisers as a bonus 
— they bought only the am. Four 
other commercial fm stations in 
New York, all non-duplicating, to- 
gether bill only about $250,000 
yearly. "If am-fm duplicating sta- 
tions sold each band separately," 
Schulke said, "it would greatly in- 
crease the fm income." 

Pa\' t\''s cause was served b\- 
John Pinto, vice president of RKO 
General's pay tv experiment in 
Hartford. 

Pinto predicted that pay iv in the 
1970's "would not deprive those 
viewers who are happ\ with ^\hat 
they're getting on commercial tv. 
We will compete much more w ith 
operators of box office attractions 
such as sporting events, movies and 
theatrical performances." 

He thought pa> tv would assist 



the business of commercial broad 
casting in the 1970's, and said it's 
"high time broadcasters looked to 
what pay t\'' can offer them." He 
quipped that the "considerable 
earnings of RKO General's radio 
and tv stations are paying for the 
considerable losses of RKO's pay 
tv experiment." 

Sees no room for fourth tveb 

"There is no room in television 
for a fourth fidl-time net^v()rk," ac- 
cording to William L. Putnam, whc 
represented uhf broadcasters at the 
convention. In 10 years, he pre 
dieted, there will be 1,000 tv sta 
tions operating, against todav's tota 
of almost 600. He anticipated tha 
in larger markets the number o 
special-appeal stations would in 
crease, and that in the same 10-yea 
period the networks would decreasi 
in importance. Putnam also said hi 
doubted that major station oper 
ators and networks vvould ente 
uhf. "I don't expect them to risl 
money in uhf," he declared. 

Catv's spokesman, Frank Thomp' 
son, advised his audience that "Th" 
public in the fringe areas and i: 
one and two-channel markets wi 
not sit still for second-class tv sei 
vice. People want, and are willin 
to pay for, good tv service — an 
the community' antenna will pre 
\'ide it." He referred to catx's oj 
ponents, saying cat\' would grov 
"if necessary . . . over the dea 
bodies of those against it." 

Thompson said broadcasters wei 
allowing themselves "to be go' 
erned b\- men instead of laws," an 
registered a plea for industry sel 
protection: "If we don't protei 
ourselves, let's forget the who 
thing. If they use 'public intere.' 
as their weapon, let's use the 'pul' 
lie' as ours." 

\\'itli Price, \\"aterh()use & C( 
IBFM has developed an .\ccouii 
ing Manual for Broadcasters, whic 
recommends accounting jirocedur 
for stations. It is available" to IBF 
members at no charge, and to no 
members at $10. 

Five directors were elected 
IBFM's board during the conve 
tion: Ralph Bucei, WJAH, Pro\ 
dence; George R. Fitzgeral 
\\'LIX-T\^ Jackson, Mich.; John ' 
Harlan, Triangle Stations; Hoy 
W. Nation. KOA, Denver, ai 
William D. Wagner, \N"OC, Dave 
port, Iowa. f 

SPONSOR/4 NOVEMBER 19< 



r. 



ready for 



Hollywood gets 
the 1964-65 sales 



Swing is back to adventure, comedy, entertainment in pilot 
projects aimed at agencies, advertisers and the tv networks 



LoNc HI loiu tin- curiciit H)(i3-(>1 
tclfNision season was uiuciU'd 
this fall, f\t'r\ ti-lrfilm Jac-tor) in 
MoiiywiKxl was bnsy preparinij pro- 
jects for nt'xt year's 196-1-65 season. 
Tliats because: 

^ Anv worthwliile tv series pro- 
ject n-cpiires a lonii time in plannint: 
and preparation; 

^ ine\ital)l\ the niiinher of cas- 
ualties on network series will con- 
tinue on its ainiual lO-phis rate. 
ind. 

^ a nuinher ot pr(Khic'tion com- 
panies which didn't plan for the 
uture hut concentrated solely on 
nirrent pnxluct have fallen into 
lerious difficulties. 

Like (General Nh)tors, or any othei 
ndustrial titan, the leadinii telefilm 
)lants t»Klay haw departments set 
iside for the sole purpose ot devel- 
jpinji and creatin<4 new projects 
vhich may ultimately be screened 
n Madison .\\c'nuc agencies. Some- 
mes these dixisions carry fancy 
abels, such as uiant He\ ue studio s 
«Iew Projects Division; other times 
he work is simply assigned to spe- 
ific e\i>cuti\e jiersonnel. In any 
'ent. more ;uid more concentra- 
ion is beinii applied to the future. 
By a bare minimum coimt, there 
well over seventy U)64-65 f\ 
Ties projects now lieini; blueprint - 
for next season. Admen will find 
le emphasis is on 60-min. dramas. 
lUim: in subject matter from an- 
iloijies to acKenture, and on half- 
T comedies. Tlu^re are about 40 
the 60-min. dramatics ventures 
R plotted, and .30 lialf-hour 
leches. Here's m<Ke detail of 
'hat sponsors can expect to see in 
le 1964-65 nKnlel telefilm shows: 
Most noticeable omission in the 
•imber of projt^cts l>eiiit: blueprint- 
are the socallcxl "psx chiatrv ser- 
." Most tv executives in Holly- 
are finn in the belief there is 
•eadv too much of this on the air. 
onlv in shows such as The Elrv- 



• 






inlh IIdiii .Old lirrakitii:, Point, but 
in \arious .mtholou\ and other 
series. 

There are man\' other biture pro- 
jects beinii bandied aroinid llolly- 
woikI. but the fate of all 19f>t-65 
plans. exc»'|)t those few who ha\f 
firm deals, depends on \arious fac- 
tors of commercially sponsored t\ . 

Will a lu'tuork hv cnthii\i(i.sti( 
about it. siilficicnilti. to conic iti on 
(I co-prodnction Ixisi.s. tinis <il h <i\t 




ALAN J. MILLER 

I'rixliii (11)1) limit, liii III' 

"There will be more 
90-min. dramas; 
they give a fuller 
chance to develop 
a story. 

Comedies are best 
in half-hours." 



!3eau[^ 



i:ii iiifi the \)rotUtccr a fair cUonce 
of rntikinu a sale? 

W'IkiI chanties tiill he innih- tn n 
number of plans contingent on tihat 
hapi)cn.s in lliis still-new seaxott}' 

Hut film factories can't wait to 
(U'termine current ;ind future tv 
trends, .\fter all. the networks will 
be buying for next sea.son in the 
next few months, and th;>t doesn't 
Ui\c the lelelilmeries a lot of tinu' 
to turn out pilots. 

So. telefilm exectitiN'es rel\ on ;i 
combination of crx stal-balling I con- 
sisting usualK of intuiti\«'ness, com- 
mon sense, knowledge of what is 
commercial or saleable) and conct- 
ing so m;niv bases that somewlu-re 
there will ]>e a piece of g(MK:ls 
wanted at one of the three kev net- 
work stores — AHC T\\ fbS T\- 

.md mk: TV. 

In iiddition to this, the Intter- 
informed pnKluction executive is 
constantly in communication with 
networks, advertisinu agencies and 
t.ilent agents so that he wont In- 
groping in the dark as to needs. 

.\ check of top prixlucfion execu- 
fi\«'s finds the ni.ijorit\ in agree- 
ment. Next scM-son will sen* a swing 
back to action, adventure, more 
escapism, and an even greater re- 
suriience in comedy, tlu' latter al- 
ways a popular ;irea w ith prmlucers 
for the ob\ions reason a comedy hit 
reaps such manifold rewards. 

.\n example of what a giMxl laugh- 
inducing serii's c-an lead to is seen 
in the multiple-series operation 
headed b\- Dann>' Thomas and Shel- 
don Leonard who. fr(»m the <irii;inal 
Danny Thomas series, have niush- 
roomed their acti\ities into the larg- 
est conied\' factory in the world. 
owning piecc»s of series such as 
those starring Dick \'an D^ke. 
.\ndy Griffith. Joey Bishop and Hill 
Dana. 

.\l.so. pnxlucers en\iously e\e 
Paul Henning, wh<i last year cre- 
attxl The Beverly HillhiUies. which 



\0\ 



I'ONSOR 1 \,)\,M,uR I96,S 



23 



wv* 





GENE RODDENBERRY 

I'rodiirer. "The Lieutemmt" 



"Now we have shows 
vying with each other to 
prove they are adult. 
We should have a 
leavening of tv fare- 
great entertainment." 



soon soared to the top of the rat- 
ings, and, among other gains, 
brought to Henning an order from 
CBS-TV for a spin-off comedy ser- 
ies — Petticoat Junction. 

But as they ponder next season's 
scheduhng, executives aren't con- 
cerned solely with content, but also 
with form. Revue has three 90-min. 
series on the net\vorks, and is con- 
vinced the future of tv lies in the 
longer form, envisioning two-hour 
weekly film series also. 

This Revue opinion is not one 
generally shared by competitors. 
Nonetheless they are watching all 
the Revue longies {Arrest and Trial, 
Wa^on Train, The Vir^,inian), with 
much interest, and obviously their 
actions will depend on just how 
well the outsize Revue shows do 
this season. 

Alan J. Miller, production chief 
of Revue studios, is sold on the 
longer shows because, he feels, 
"they give you a fuller chance to de- 
velop a story . . . they will best satis- 
fy an audience." Miller believes 
comedies are best done in the half- 
hour form, but in the dramatic field 
he is convinced the story can be 
told more skillfully in 90 minutes. 

Miller also regards the two-hour 
film series as inevitable, but admits 
"I don't know that an\' one produc- 
ing company can turn out more than 
one two-hour series." lie feels a pro- 
duction unit ma\' be assitined nine 



24 



of the two-hour films when and if 
they become a reality, doubts there 
could be more because of the im- 
mense amount of logistics and tal- 
ent involved. Miller also is of the 
opinion the two-hour films possibly 
may be aired just once a month, 
since it would be so difficult to pro- 
duce them for weekly airing. 

Of course, many answers to the 
current plotting may result from 
what happens on this season's ser- 
ies. For example, there are quite a 
few anthologies on this season, such 
as the Boh Hope-Chrysler Theater, 
Kraft Stis^pense Theater, The Great 
Adventure, TwiU<iht Zone and The 
Outer Limits. 

Rod Serling, the creator-writer of 
Zone, says that "a lot depends on 
the ratings of the current anthology 
series on this season. If they are 
reasonably successful, their success 
will result in a lot more anthologies 
next year. ConverseK . if they should 
have a ratings disaster, there will be 
a realignment, and a swing to the 
Burl:e's /.r;u-t>'pe of series, series 
which rel\ on personalities." 

Sharing the opinion of Serling 
is a producer colleague, Dick Berg, 
producer of the Hopr-(^Itnjsler an- 
thology films. 

Berg says, "I think it behooxes 
us to continue toward more mature 
dramas. T am hopeful tlie antholo- 
gies will meet with success — that 
this will gi\c the ad\ertisers and 



network confidence to continue that 
gamble on anthologically - st^'led 
plays. Audiences have become ma- 
ture enough so that they want to 
see such drarrfa." 

Quinn Martin, executive pro- 
ducer of The Fu flit ices, believes fu- 
ture programs will reflect that "the 
public is getting more aware of 
shoddy production and cheapness, 
and there will be a trend to more 
realistic, better production. Every- 
body is spending more money to 
achieve this. The trend is toward 
more honest film making and better 
shows. There will be more pictures 
shot on location, in a search for 
authenticity and realism. 

"East Side, West Side is a good 
example of this, well done in terms 
of creativity, but you can also smell 
that you are in New York as you 
watch it. Arrest and Trial has this 
quality also, and it will make its 
mark. You have to mount a produc- 
tion well." Many of Martin's Fu<ii- 
tive segs are lensed outside produc- 
tion studios in various California 
locations. 

Wafion Train producer Howard 
Christie strongly feels that next sea- 
son there will be a trend away 
from sick people, and to the enter- 
tainment t>pe of show — action, ad 
\enture, comedy — awa\- from the 
head shrinkers. "That cycle is almost 
kaput," avers Christie. Christie is 
currently not only turning out the 
Wafion Train series, but is also ex- 
ecutive producer of a ^la and Pc 
Kettle series being dexeloped foi 
Revue for next year. He producec 
Kettle pictures for Unixersal studic 
years ago. 

Entertainment is on an upbeat 

Cene Roddenberr>', producer c 
MCM-TV's The Lieutenant seric^ 
is also working on a series for nex 
season, a 60-min. shoxv xxhich is 
combination of adventure-comedx 
drama. He's going back to the tun 
of-the-century to locale his serii 
because of the nostalgia of that er 
and because, he explains, life x\. 
simpler then. 

Roddenberrx states "I want to g 
back to entertainment. Naked CU 
and The Defenders xxere reactioi 
against the inspid pablum x\e ha 
had, and I applaud them. Now x\ 
haxe shoxvs \ying xvith each othi 
to proxe thex- are adult. Hoxvevc 
the pendulum is noxv sxvinging a 

SPONSOR '4 NOVEMBER I'.li 



most to till' placf wluTf. wluii you 
turn on tv at a top hour any ui^Ul. 
I lie shows ar«' all ch-ahnu with an 
rtcrnal truth. Nour of us wants too 

uuch oi ainthinu. Wr sliouUl now 
ive a Icavenini; of t\ fart\ with 
)ust lirt-at futrrtainuirnl — altt-rnatf 
M Ifttious of ailvtMiturr ami liuinor. 
I would likf to sff that instrad of 

iiiotluT t\ stor\ ahouf a nariotics 
.tddiif." 

I'sy<hittlr\ is ItKsiitfi juvor 

Jack W «-l)l), t\ produitiou chit-f 
at W'arniT Bros., .uid \rars auo pro- 
duct-r-star of his Draiiuct hit smcs, 
told sponsor: 

"^\'e want to i^ft away from ps\ - 
chotics. from thr mental ar«'as. 1 m 
sick of it. WVro not i^oinn into that 
nonsfnsr. Wo"re Hoinj; to iunort* 
psvchiatric- prohlrnis. and deal u ith 
normal prohlrms. I'm tiri'd of Inini; 
lectured to on tv. of being told what 
to do, and what pills to take. You 
get enough of that on commercials, 
but at least they pay for the show. 
The industry is going to have to 
retool and get back to entertain- 
ment." 

Similarly, Richard iMuel. pro- 
ducer of Chevrolet-sponsored (on 
NBC TV) hoiuinza, comments: 

"We've gotten awa\- from enter- 
tainm«'nt, into the social documen- 
tation of people's intimate prob- 
lems, which is not really entertain- 
ment. K\(Tvthing is a liorrible 
'problem, like racial conffict. abor- 
jtion, a psNchotic murderer on the 
loose. I think that the pendulum 
Kvill swint; back toward entertain- 
ment. I think that's alreacK beiiun." 
These e\ecuti\es" opinions and 
\iews repn-sent a true cross-section 
Hollywood production thinkina 
ent tv's future in pro<irannn<z. 
\nd their thinking is reflected in 
(the type of pilots and projects now 
l>eing planned for next season. 

Translated into terms ajiplicable 

o a sponsor. HolKwoods top t\ 

iicers are advising network ad- 

sers to shy awa\' from series 

ibout neurotics and \cvr toward 

Ction, adventure, and comedy. 

at's because prodticers hold the 

inion that the audience in ceneral 

loesn t want much more of the pro- 

'ssional head shrinker, that those 

'■ho do like such Freudian-flavored 

ire can find more than enotich in 

hat genre now. 

.Another factor enters into the 



picture. C«Ttainl\ a Ben ('(isri/ .md 
a Dr. Kiltlarr have pro\fd audi- 
euce-gettc-rs, are well done, and are 
hits. Hut tlure just isn't enough top 
talent around to turn out mor<- of 
the same. What's more, ensuing 
shows of this nature would be imi- 
tative, and the imitation never does 
.IS well as the oriuinator. 

Speakinu of ('(iniy. \'inc«iit I'.d 
wards, tv's Dr. Ca.sey. told us not 
long ago he is fed up w ith tin- iitu 
rotics on tv, and wishetl tlun- 
would he a swing back to pure eii- 
tirtaiiunent. Me predicted this 
would (omc of its own accord. 

Mc.uiwhile, here's how network 
pl.uminti shapi's up: 

^ .MM'. T\' projects for the future 
iiuhide Peyton Plticc. half-hour ser- 
i«'s b.ised on the film .uul book of 
the same name, productnl b\- 2()th- 
Fo\ TX. C.rvat Stories From thr 
Bible, just piloted for the web b> 
MCM-TV; Selmur Productions' «)- 
min. ad\enture series, Alextnuhr 
the Great, starring William .Shatner: 
a half-hour Selmur document. ir\ 
series produced by Sam (i.dlii, wifli 
Paul Coates. 

^ CBS T\\ way ahead of its ri\als 
in planning for ne\t season, has al- 
ready \irtu.dK firmed its pilot jiro- 
jects for 196-1-6.5. Network co-pro- 
duction projects include The Big 
Vnllei/. 60-min. drama, with Four 
Star; SJattery. J.unes Moser-created 
60-min. drama starring Dick Cren- 



na, pnKluced tor the wi-b b\ \\iu\l 
( Crosby IVikIuc lions; T/u Wileh 
Doctor, half-hour c-ome<Iy from 
I'ilmw .i\ s. prcxlucers of The Beverly 
IhlUnllii s. Mother W'lis <i S« ing<*r. 
st.irrinu B<-tt\ llutlon, .nid 7'/ir 
Cara W itlitiuLs Shou, both pro<luced 
by CBS TV'; an untitled 6()-min. 
(lr.un;i loc;iled in C.tliforiii.i's Biu 
Sur coiMitr\ , priKluci-d b\ li.ill li.irt- 
lett; and The Slnunifieetit Sri e«. «> 
production of DaNstar Productions 
..nd V.\ TV with C:BS T\' 

^ NIU; T\' proj«'cts for next sea- 
son include a pair of two-honr- 
weekly film ventures, one with He- 
sue studios on which the pilot has- 
n't \et been licensed .ind the other. 
Hail of Justice, w ith (^Kxlson- Tod- 
man Productions (plan on the latter 
is to showcase it as a pilot by a 
two-part spinoff on Ci-Ts T/if Hich- 
tird Boone Shmc on NBC TV). 
Other NBC projects include a 90- 
miii. comedv. Bristol Court. Ix-ing 
piloted b\ HiMie, The Veln't 
Touch. 6()-nn'n. drama produced by 
Ceoriie Sidne\ ; ;ind .» 60-inin. series 
produced b\ Bob B.irb.ish. 

.Adventure keys m-ii pilots 

Other 1964-6.5 projects around 
MolKwood co\fr the namiit of en- 
tertainment. 

.•\mong them are the Four Star 
.intholoi:\- pilot. Roi/nl Bay. starrinc 
jo.m O.iwford. ('h.irles Bickford 
and P.Mil Burke, produced by Hich- 



QUINN MARTIN 

"There will be a trend 
to more realistic, better 
production . . . more 
pictures shot on 
location in a search for 
authenticity." 





1 Bl i 



J 



SPONSOR \ NOVKMBFR 1%3 



25 




If 



JACK WEBB 

Prodiutioii h<-ad, WB-TV 

"We're going to ignore 
psychiatric problems. 
I'm very tired of being 
lectured to on tv. You 
get quite enough of 
that on commercials. 
The industry is going to 
have to retool and get 
back to entertainment." 



ard Simmons; an untitled Stan Fre- 
berg "Situationless" comedy series 
for Revue; a ghost story series, pro- 
duced by Joe Stefano; a 60-min. 
musical from Warner Bros., pro- 
duced by Alan Handle)' and Bob 
Wynn, and a half-hour comedy, No 
Time for St'rgcrt»/.9, also from WB, 
with Robert Welch as producer; a 
60-min. localed-in-Rome drama, 
produced by Herbert B. Leonard 
(Naked City, Route 66); Grand 
Hotel, based on the Metro film of 
1931, a 60-min. drama from MGM- 
TV, produced by Leonard Freeman. 

Among other Holhwood pro- 
jects: 

Remin<iton, 60-min. drama about 
the western artist Frederic Reming- 
ton, produced b\ Leonard Freeman 
for MGM-TV; Killer on the Turn- 
pike, 60-min. action series based on 
the William McGivern book of 
that name, produced by Robert Alt- 
man for Revue, and to be a spinoff 
on its Kraft Suspense theater. 

A Johnny Crawford-starring half- 
hour drama produced at F'our Star 
by Jules Levy, Arthur Gardner, Ar- 
nold Laven; Overni<iht to Nancy 
and Case of Sg^ Ryker. both 60- 
min. dramas produced b\' Frank 
Telford for Revue, both spinoffs on 
the Kraft scries; a half-hour comedy 
series starring Don Wilson and to 
be a s]iinoff on TJie Jack Benny 
Show, produced at Revue by Ed- 
ward Montague (McII ale's Navy). 

A half-hour comedv series star- 



26 



ring Dwayne Hickman, being pro- 
duced by Bob Sweene\' for Desilu 
Studios; a Donald O'Connor com- 
edy series being produced at Desilu; 
Please Don't Eat the Daisies and 
Min and Bill, both half-hour come- 
dies, at MGM-TV; Take Me To 
Your Leader, half-hour comedy- 
fantasy being produced bv MGM- 
TV. 

Parole, 60-min. drama being pro- 
duced by Matthew Rapf for Bing 
Crosby Productions; The Spy, 60- 
min. espionage series being pro- 
duced by the Crosby company; ten- 
tatively titled half-hour comedy ser- 
ies, The John McGiver Show, pro- 
duced by Parke Levy for MGM- 
TV; a 60-min. drama spinoff on 
Wagon Train, being produced at 
Revue by Howard Christie; The 
Paul Lynde Show, half-hour com- 
edy, being produced at Screen 
Gems by Harry Ackcrman; Dear 
Old Rutley, half-hour comedy star- 
ring Eddie Mayehoff, produced by 
Roland Kibbce at Revue; a 60-min. 
drama about an in\estigator in the 
l^S. Attorney General's office, being 
produced by Screen Gems; The 
Chase, a 60-min. action series cre- 
ated by Rod Serling. CBS T\^ may 
be in on a co-production deal for 
the Serling venture. 

Already firmed for production 
next season are two series: Tycoon. 
a half-hour comed\- show created 
and produced by Charlie Isaacs, 
and starring Walter Brennan. Dan- 



ny Thomas bankrolled this xenture, 
and ABC TV has already snapped 
it up, sans pilot, ordering 26 seg- 
ments with option for more, for 
1964-65. CBS' TV bought on firm 
order from Jackie Cooper a 60-min. 
series starring Cooper as a Coimty 
Agent in the southwest. 

But add all these up, and some- 
times they mean nary a thing. 

Example: Last (1962-63) season, 
the greatest number of pilots in 
Hollywood was turned out by the 
largest vidfilm studio. Revue. It 
didn't sell a single pilot, although 
it has since sold a number of series 
projects without pilots, including 
Arrest and Trial, Kraft Suspense 
Theater and the Bob Hope specials- 
plus-anthology series. On the other 
hand, a small independent com- 
pany, Filmways, made just one pi- 
lot last season and sold it — Beverly 
Hillhillies. 

Before a production company has 
a chance to show its series wares to 
the public, it must first persuade a 
network of the quality and com- 
mercial value of that series. Some- 
times the network disagrees. If all 
three networks disagree, a producer 
may as well burn his film. 

How to sell a good tv pilot 

Couple of years ago, Bing Crosby 
Productions turned out an hour pi- 
lot, going in defiance of one of those 
made-in-Holh'wood myths that the 
public "doesn't \\'ant such series." 
BCP has a contractual deal with 
ABC TV, and when the web saw 
the pilot it agreed with that built-in 
m\th, and didn't want the show 
Onl>- through long weeks of persua- 
sion and salesmanship by the BCF 
people was the web finally per 
suaded to take the series. And Bci 
Casey turned out to be a hit. 

.\ pilot often does not accurateh 
reflect that quality of a series be 
cause the production company wil 
spend more on the pilot, in orde; 
to make a sale. That's wh\- adver 
tisers and networks these days art 
as interested in reputation and rec 
ord of a company, as the\- are in th( 
product itself. 

Just what exactly does it take t( 
sell a series? 

A combination of political inflii 
ence; being able to get through th( 
right doors; luck; qualit>; and (it' 
vers' helpful) a good track rec 
ord'. ' # 



SPONSOR '4 NOVEMBER \% 



: 





"HTJ'M SUT ITKI 



77/ 6c SPONSOR'S )tostess in the 

Sui-lin Suite at the Jack Tar 

Hotel during the BPA Convention 

beginning 17 Xovember. I've planned 

some very delicious, exciting 

and intriguing Chinese and 

oriental specialties for your pleasure. 

Our suite is on the sixth floor 

just as you get off the 

elevators. Look for Sui-lin . . . I'll 

be expecting you. 



INSOR \ NOVEMBER 1963 



27 




•J 



Newsreel feel is established in opening shot Stock footage was used for Hydroskimmer Crews went to Atlanta to get hospital si lU 



ADVERTISERS 



Alcoa moulds ^hordi seir 
tv image with hard news 

Network programing strategy switch away from 
drama anthologies to "Huntley - Brinkley Report" 
gives rise to a new Alcoa commercial concept 



THE "golden age" of tv drama, 
long dying, was dealt another 
blow in September when one of its 
biggest backers forsook the elec- 
tronic boards to sponsor hard news. 

The ex-angel, Alcoa Aluminum, 
had been associated with tv thea- 
trics since its entry into the medium 
in late 1951. The strategy switch 
away from dramatic-artistic areas of 
programing is not the first, finding 
a precedent in moves made by 
many other advertisers, including 
General Electric and Armstrong. 
Unlike some other blue-chip clients, 
U.S. Steel for instance, Alcoa de- 
cided to stick with tele\ision. 

With NBC TVs Ilnnllrij-Brink- 
Irtj Report, Alcoa expects to reach 
both an executive-echelon audi- 
ence — the businesmen who buy or 
merchandize either basic aluminum 
or an Alcoa product — and the com- 
mon consumer, with primarily a 
j)r()duct pitch but also an institu- 
tional message. 

A "hard-news show" is off the 
beaten tv drama path for Alcoa, but 



28 



both sponsor and agency Fuller & 
Smith & Ross are backing Huntle\'- 
Brinkley as a much "harder sell" 
than last season's Alcoa Premiere 
for substantially tlie same annual 
investment (about $3.9 million for 
the former, S4.1 million for the lat- 
ter). 

F&S&R tv account executive on 
Alcoa, Bud Gammon, outlines 
several of the determining factors 
behind the Huntle\- Brinkley buy: 

► The news show boasts only a 
slight increase in total male audi- 
ence ( .74 vs. .72), but delivers con- 
siderably more men in the 50-and- 
o\'er age bracket (.41 vs. .23) — the 
older businessmen and decision- 
makers who Alcoa considers the 
essential target. 

^ Nielsen estimates tliat the aver- 
age Alcoa Premiere at the height of 
last season pulled an a\erage of 
7.8 million homes or 14 million 
viewers. The NBC TV news team 
has essentially the same audience 
(about S million homes) at the be- 
ginning of this season and .should 



increase this pull somewhat as the 
season progresses. Agency estimates 
are that there could easily be as 
many as 9.5 million homes tuned to 
any one Huntley-Brinkley broad- 
cast at the height of the season^ 
while Alcoa Premiere rarely went 
over 9 million homes on any one 
show. 

Another strong advantage of 
Huntley-BrinklcN' as F&S&R sees it, 
is a 50^?^; potential increase in fre- 
quency of exposure. Alcoa has a 15- 
minute segment of Huntle\-Brink- 
ley every Monday and alternate 
Wednesdays. This amounts to 2*2 
commercial minutes per broadcast 
and affords a maximum of three 
commercial positions in each broad- 
cast or nine possible commercial 
exposures in two weeks. The hour- 
long Alcoa Premiere, howexer, was 
an alternate-week program, offer- 
ing the metal manufacturer a maxi- 
mum of fi\e commercial positions 
every two weeks. The sponsor is 
counting on this increase in fre- 
quency to delixer a 50% accumula- 
ti\ e audience increase o\er the \ ear, 
and in part to bridge some gaps in 
the image-identification area. 

Retains commercial atcareness 

Good-naturedly bemoaning the 
fact that the multi-sponsored news 
program can't be called the "Alcoa 
iluntlex -Brinkley Report," Gam- 
mon, \\ ho works closely w ith Alcoa 
radio-t\- director B. B. Randolph, and 
agency account group supervisor in 
Pittsburgh, Peter Stewart, acknowl- 
edged Alcoas major challenge is to 
maintain a commercial awareness i 
without the use of the corporate 
name in the program title. This 
jiroblem is a new one for .Alcoa. .\1- 
tliough its first move in the medium 

SPONSOR 4 NOVEAfBFR lilfi.i 



mil 
1 kt 
I m 

: n(s 



I ieF 
1 ifliti 







INTEGRATED COMMERCIALS 

SrrkiriK II I iinimrri iiil <iiritlliir\ In lir in 
II 1//1 "lhuillr\-Urinklr\ Hifnirl." ilnui 
mill yX^A It I rriilfil "ill nil Hriiiirl*." a 
M-rirs <»/ IdlJ 1 nniiiii'ri iiily iiilll 11 "liiiril 
iifii \" fffluitt. y.iiili I iininirri ml iinrr\ Miiixf 
ihrir-tii-fimr nittruurlhy pivnl* in lliv 
•iliiiiiinimi iiiirlil. <i.« i/i //i«- lim-miiiutr 
"lir/Hirl" \liiuin hirv. In iniiyl rine%, 
liliiiitiK i«fi.« iliinf on loriUinn. 



i|) LA. for dedication of housing project Shot Railway Exposition 48 hrs. before airing 



was wifli Sec It .Voir ( Dccfiiihir 
lf}51-|nl\ U)."i). till" l><)()ks for tlir 
years 195o-U)(>3 read likr an aliim- 
inuin-pawd SliiilxTt AIIcn. in- 
cluding; .\l(0(i Hour ('55-'57). Al- 
coa Thcdicr ('."-"59). Alnm Pre- 
sents ("59-'61 ), (iiul .\le(Hi Premiere 
(■61-'&3). Tliis, phis llu- fact that 
Huntlt'y-BrinkK'v is Alcoa's first 
multiple-sponsorship cxposuri- and 
esscntialK its first non-dramatic 
network t\ experience, presentetl a 
unicpie and lari^e-order package to 
the f*'^S6(l^ — client creati\i' depart- 
ments. 

Intefirnliini iiinl identifitalion 

George Wyland, aL;enc\ f\ crea- 
tive director on the Alcoa account, 
concei\ed the icK-a that althoui^h tlie 
prourani couldnt he called "Alcoa 
[Reports, some of the commercials 
|cuuld. And a series of newsreel- 
nted commercials would also at- 
ick the two-pronued problem of 
tegration (of an .Mcoa ct)nnner- 
ial into the news format) and 
identification (of the corporate 
lame with the program), filair Ciet- 
ig, .Mcoa s commercial production 
ipervisor; Hoyt Allen. l'6cSicfi e\- 
tive priKlucer. and Walt Thomp- 
ion, tv account executive in Pitts- 
irgh. concurred. 

BasicalK . explains \\'yland, each 
'Alcoa Reports" commercial ccners 
o or more e\ents of current in- 
:erest in which Alcoa and its prod- 
icts are inNoKcd. emphasi/inii the- 
[uaUties of aluminum important in 
tach application. Subject matter is 
ithout limit. raimin<4 from auto 
lows to missile launchinsis. includ- 
ig lioat races, laying of pipe lines, 
id the latest products of research. 
Aiming at "a customer a|ijireci- 
ition on the emotional le\ el of what 



aluminuiii can mean to them. N\ > 
land wanted a new look. He came 
up with "a special discipline ot 
photography which gi\es the com- 
mercials a distincti\(' look and ex- 
citing pace, and recjuires a mini- 
mum of optical effects. " The crea- 
ti\e motif centers on opening the 
commercial with an extreme close- 
14) — "to direct the audiences at- 
tention and create curiosity." Cam- 
era then pulls back to reveal the 
subject. 

■■.Although wc were after a news- 
reel feeling." Wxland noted, '■wc 
also wanted an .Mcoa fe«>ling." This 
was achieved, in addition to the 
special camera technicpie and new s- 
charged voice-oxer xvith specially- 
written newsreel background music. 
Hay Martin of HPM Productions 
wrote the music in 12 sections, plus 
an opening and closing. .\11 sections 
are \ariations on a theme, each in 
a dilferent mood ( i.e. military, 
beautx, corporate, etc.). .\t the end 
of ain section it is possible to cut 
awa\ and go into any other mood 
section, thus obtaining the maxi- 
mum flexibility from the composi- 
tion. 

Covers ilmninu m urns 

Some of the news items in the 
".Mcoa l{ei)orts" commercials can 
rixal a IIuntlcn-Brinklex bulletin 
for up-to-datt^lness. 

One two-minute commercial, for 
instance, includes shots of tin- 
Navy's new hovercraft SKMl^ 1; 
covers the comiiletion of the re\tilu- 
tionarx .Vtomedic- hospital in Mont- 
gomerx-; the dedication of the Cen- 
tury Citx' housiuQ dext'hipments in 
Los .\ngeles: and the openinii "f 
the .\merican l^ailwax Progress Kx- 
posjtioi) in C^hicago. Mcoa snpplird 



the MK tal ill all. supported the di - 
\elopmeiit of the second, is tin* 
[irincipal inxcstor in the third; and 
a |)articipaiit in the fourth. 

.S/orA' fiHtlniir frtnu I . >. N//r_v 

The .SkMH I films were slcK-k 
footage obtained from the Naxy. In 
other cases, original material was 
shot. K6i.S&H sent a producer t«) 
work w ith film units operating in or 
near the various locations. The ar- 
rangements were set-up b\ the co- 
ordinating New York prmluction 
house, in this case Mickev Schwar/, 
which also completed the com- 
merci.il. I'or certain subjects, it is 
expected that a New York unit will 



r 







Alcoa. iiH>n%or of drnma* like latt vrar'f 
"l'rrmiere~ tince ">• '•"" /''■• « "••■<« look 



PONSOR 1 N,,\l MiUR 1%3 



29 




ALCOA'S NEWS-LIFTED FACE 
LEADS ADMAN AT FRANTIC PACE 

Determined to get at least one really 
"hot spot" into each "Alcoa Reports" com- 
mercial, George Wykind (l) finds the 
pace of a newsnmn can be breathless. 
Here's his account of how he covered a 
late-breaking story from beginning-to- 
broadcast in 48 hottrs 



FRIDAY 4 October 

8 A.M. Scheduled departure, Idlewild to Chicago, to scout 
Railway Progress Exposition. Airline develops trouble. 
Psychosomatic? 

12:30 P.M. Arrive Chicago. Morning lost. Take helicopter 
for first view of exhibit. It has long way to go. 

2 P.M. At exhibition grounds with client. Work going full 
blast, but can't shoot before Monday, if then. 

4 P.M. Too late to get to N. Y.; start cutting other subjects. 
Rough out copy. Client to get internal approval and additional 
facts Monday. Agree on title, call in to N. Y., to be shot before 
end of day. 

SUNDAY 6 October 

3 P.M. Call Chicago. Wind has blown banners down. There 
will be something to shoot Monday. Decide to risk it, go out on 
late plane. 

MONDAY 7 October 

8 A.M. On location. Things really humming. Discover new 
exhibits that should be included. 

8:30 A.M. Start shooting. Twenty set-ups, many moving cam- 
eras to high vantage points. Searching for good over-all shot. 

10:.30 A.M. Everyone cooperative. Had parts of exhibits dis- 
mantled to clear camera view. 

I P.M. Clouding up. Still looking for establishing shot. 
Discover triple decker car carrier in just right location. 

4 P.M. Long distance page. Client calls. Where have I been? 
Fill in information on new exhibits. Will phone in copy end of 
day. Return to shooting. 

8 p.m. Back to N. Y. Write copy en route. Expect to record 
10 a.m., need prior clearance. 

II P.M. Arrive N. Y. Call Pittsburgh with copy. Take film 
to laboratory. Order prints and fine grain on everything. 

TUESDAY 8 October 

10 A.M. Copy approved. Track recorded and transferred. 

1 1 A.M. Screen footage. Titles ready. Begin editing. 

8 P.M. Picture cut to track. Used 16 scenes for Railway exhi- 
bition section. Picture goes in for optical negative. Begin laying 
in music. C^ontinues past midnight. 

WEDNESDAY ') October 

8 A.M. Mix voice and music. Send in for optical transfer. 
1 1 A.M. Screen first print. Needs only minor light correction. 
3 P.M. Too late to marry picture and sound. Network sug- 
gests transfer to tajx' lieforc broadcast. 
6 P. M. Commercial taped. 
7:30 P.M. On the air. Broadcast preempted in Pittsburgh! 



be sent out on location. Speed is an 
important factor. Finishing touches 
on the Atomedic hospital were 
filmed about three weeks before air 
date; agency crew was at Century 
City two weeks before air date; 
footage of the Railway Exposition 
was shot on Monday and aired on 
Wednesday, the day of the open- 
ing. The plan is to include at least 
one "hot" story in each commercial. 

Alcoa has gained a reputation in 
the industry for its forward-look- 
ing quality-styled commercials. The 
company has traditionally placed 
high up in the list of finalists and 
best-of-group winners in the TV 
Commercials Festival and, in 1962, 
it hit the jackpot, receiving top 
honors for the best single institu- 
tional commercial (the "Workabil- 
ity" commercial in the "Qualities of 
Aluminum" series), first place for 
the best series of commercials ( the 
entire "Qualities" series), first place 
in the metals and minerals category, 
a finalist in the paper and foils cate- 
gory, and honorable mention in 
numerous craftsmanship classifica- 
tions. It recently copped the Grand 
Award at the New York Interna- 
tional Film Festival, the second for 
Alcoa. 

The new "hard-news" approach 
to the commercial message leaves 
little room for many refinements 
customarily associated with Alcoa 
commercials. Wyland describes the 
distinctive photographic technique, 
in addition to the music and the 
copy, as "that touch that goes be- 
yond con\entional news coverage 
of these aluminum events and is 
what we hope will link these com- 
mercials to the 'Qualities of Alum- 
inum' series in point of view." There 
are obstacle to be overcome. 

"Alcoa Reports" commercials arc 
produced on a very limited budget; 
tliree-to-four times less than the 
money spent on each in the "Qual- 
ities" series. As Wxland notes, if ex- 
penses weren t held down the\- 
could easily skyrocket, with each 
commercial inxolving tra\cl and 
filming in three or four difierent 
locales. Plan is to film ten or 12 
commercials in this series, possibly 
more, scheduled once a month. The 
news nature of the commercials 
makes repeat use of an\- item vui- 
likely. 

.Mcoa is continuing to use its 
"Qualities of .Muniinum " series and 



30 



SPONSOR/4 NOVEMBER 1963 



(itluT loininrrc-ials in c-oiijiiiK-tioii 
with the "lU-ports." \\\ land fliinkN 
a ntxHl U'imtli for a "Hrports" cuin- 
iDcrcJ.il is m iiiiiiiitcs. nioiit;!) tiiiu* 
to c'o\(-r three ahiiniiiiiin news 
fveiits, and leaving enoni^li eoin- 
mereial time in the I liintle\ Drink- 
h'\' s«'unient lor .mother one inmute 
spot or two 3()-seconil spots on spe- 
cific pnuhuts or in snpport of in- 
dustries. The format is llexihle. 
however, and of tlie two eomph-ted 
inst.dhnents in (lie series so iar one 
is two minnfes lon'4. the other I'-' 

Itillboard sln-iiiithrns lir 

On most ol the Ak-oa-sponsored 
lluntU'\ -Hrinkley shows in which a 
"Reports" is not nsed, the inteiira- 
tion-identifieation problem is hand- 
led in another way. "In order to jjet 
the maximum identification with 
the program, we wanted to yet a 
realK strony news feelinn into the 
billboard, "' said W viand. This was 
achicNcd by takini^ films from 
NASA of an astronaut's view w hilc 
orbitinu the earth, superimposinii 
sliiihtly ofF-\erticle lines which ani- 
mate into the .Vlcoa losio. The sound 
track combines electronic effects 
and a musical theme with short- 
\va\e calls from around the world, 
to dramati/o in secontls how- 
science has made the world into a 
unit. This billboard is used ever\' 
time Alcoa starts off the program, 
that is two Mondays a month and 
alternate Wednesdays. 

Irony clouds the i»»ue 

It's too early to assess the imasje- 
building and sellinu effectiveness of 
either the Htnitlctj-Brinklii/ Report 
or its commercial corollar\ , ".•Vlcoa 
Reiwrts." Complicatinu an\- evalu- 
ation is an unexpected snag, no less 
serious for being somewhat ironic. 

NBC T\' tapes the show at 6:30 
p.m.. New York time, and broad- 
casts it from 7-7:30 p.m. Tlie as- 
sumption was that stations in other 
than the easti'rn zone would delay 
the broadc.ist, but instead some SO 
stations in the midwest (,out of a 
total netxvork lineup of 180 sta- 
tions) are carrying the show li\e 
off the network rela\ , that is at 5:30 
p.m. This, as it ttinis out. may be a 
little early to reach the decision- 
making midwestern businessman 
who is still en route home from the 
offict\ .\lc»xi and its agencx- hope to 
resoK e the problem before the close 
of the U)6.3-64 season, ^ 



Crictiton warns on ulif 
^free-wheeling' grants 

4A's chief says agencies divided over benefits 
of new spectrum, but recalls problems with radio 




A I \{ n-s are .iboiit ((pi.dly di- 
\ ided as to whether additional 
iihf stations will lu' detrimental or 
beneficial to 
ad\ crt isin g, 
says John 
Crichton, pres- 
ident of till" 

.\ merican .As- 
sociation of 
.\d \ ert isi n li 
Agencies. In .m 
a d d r e s s last 
week to the In- 
ternational Cricfiton 
ii.idio and Tele\ision Society, hi- 
likened proposed uhf grants to the 
"KCX-'s free-wheeling uranting of 
( radio) licenses." 

(irichton said 'this open-handed 
policN was based largeh on the be- 
lief that a greater number of sta- 
tions would serve the public interest 
through a diversity of programing. 
. . . What did happen was that mar- 
ket after market was subjected to 
economic chaos, and the cheap spot 
and the overloaded commercial 
schedule became a fixture. Also, 
the sheer numbers of these radio 
stations made it a necessitx* for 
the FCX> itself to spend most of its 
time in considering the problems 
of marginal radio stations.' 

'The t\ ranny of arithmetic, polic- 
ing all those grants, has kept the 
attention of an able regulator) bod\ 
away from the more important 
problems affecting the major mar- 
kt't stations and television. ... It 
seems perfectK clear that one. re- 
sult of FC.'C's economic myopia was 
to drastically diminish radio as a 
national ad\ertisin<i mt>dinm. When 
the cx)mmission contemplates the 
addition of a good many uhf sta- 
tions, has it considered the radio 
experiencey Does it apprehend that 
there may be no great chanije in 
diversity of programing, but that 
some severe economic effects ma\- 
follow^ 

SimilarK, the l.\ president con- 
tinued, "one must wonder about the 
commission's insistancv on whit- 



tling awa\ at the power of the net- 
works. It conu-s as irony for an 
agency repre.sentative to defend 
networks, who oft«'n are repres«-nt- 
id in agencN circles as tlu- Threi- 
Witches in Maclx'th, able to change 
lorm at will, possessed of invisible 
powers, and or.uidarly opa(jue 
.dxiut the future." 

In addition to the opinion on uiii, 
(,'richton reported on positions ob- 
t. lined from (juestioning leading 
bro.idc-ast agencies: 

"More than half the agencies are 
opposed to tlu- t'CC^s fixing c-om- 
mercial time limitations. Ix'lieving 
that this is a responsibility of the 
broadcasters and should be exer- 
cised by them. 

"A substanti.il majorit\ of agen- 
cies believe the government should 
not police rating services: that the 
industrv should do the job. 

"Th«Ti' is a deep and continued 
concern over the combined problem 
of over-commercialization; insuffici- 
ent product protection, clutter, and 
insufficient separation of c-ommer- 
cials. 

"Agenc>' opinion is that the new 
option time rule will not afft>ct 
clearance for the shows in which 
they are involved currentiv, but 
that the effects will be felt in the 
l%-4-"6.5 .season." 

Amplifving the auencx view|X)int 
on research, Crichton said, "It is 
not enough to know that what is 
being done is being done according 
to promiseil specifications. There 
is an accute need for a reapprai.sal 
of present techniques of research, 
perhaps a simplific-ation. and cer- 
tainly improvements in the finds of 
data delivered. 

"There is a deep concx-m in tht* 
agency business that «nit of the 
search will come improved re- 
search facilitie-s .md jx-rfonnanco. 
We believe it logical that the faciH- 
ties f()r implementinc this concx-m 
are u.sed. and wt- think the .Adver- 
tising Hesearch Foundation has 
both the technical expertise and the 
obj«'ctive viewpoint." ^ 



SPONSOR } NOVEMBER 1963 



31 



PERFECT SETTING 

To support the Kellogg's 

"Corny"radio campaign that ran on 

WHK.we offered free place- 

nnats imprinted with some of the 

Homer and Jethro jokes heard 

in the Kellogg's radio commercials. 

Leo Burnett Company, Kellogg's 

agency.was so gratified with 

the WH K effort that they awarded 

us first place among Group A 

stations (those in the big markets) 

for"outstanding promotion 

support of Kellogg's Corn Flakes 

'Corny' radio campaign." 

Placemats? A corny idea? Sure. 

But the right one for the 

client. We like to do things like this. 

WHKRADIO,CLEVELAND 

METROPOLITAN BROADCASTING RADIO 

REPRESENTED BY METRO RADIO SALES 

JACK THAYER,V.P.& GENERAL MANAGER 

A DIVISION OF METROMEDIA, INC. 






HOMER& 







^ 



JET' . r. A AVOID 

INFl , N M 
BITING INSECTS? 



MY UNCLE S SORRY HE 
KILLED YOUR CAT AND 
HE WANTS TO REPLACE IT. 



WELL. HOMER 
DONT 
BITE ANY 



WELL. OKAY 

BUT CAN HE CATCH MICE' 







/' 



AU V t K 



iJ t KS> 



SRDS Data at work 
on new people study 

A new study of people, including 
their media and brand preferences 
will be completed early in 1964 b\- 
SRDS Data. Four-week field work 
has just begun, with interviews 
scheduled in some 17,000 house- 
holds. 

All-media data will be compiled, 
SRDS Data president Phillip W. 
Wenig reports, though inter-media 
comparisons are not necessarily the 
objective of the study. Special 
cross-tabulations will be made 
showing product usage, brand 
preference ranking, share of mar- 
ket by brands, efiFects of media ex- 
posure on product ownership, use, 
intent to buy, etc. In addittion, six- 
teen demographic characteristics 
conforming to 4A recommenda- 
tions will be provided. Altogether, 
50 different product categories will 
be tabulated. 

Former Y&R executive William 
E. Matthews, now SRDS Data con- 
sultant, notes the study's value will 
be in what use the advertiser can 
make of it, as a guide. For example, 
knowing that people read a par- 
ticular magazine or watch a tv 
program, in addition to their brand 
preferences, intents, etc., he said, 
would enable the media buyer to 
make an advertising decision based 
on the information. 

Wenig said magazine data would 
be compiled by showing a subject 
the cover and table of contents of 
an issue, asking him to recall 
whether he had read it or not. No 
attempt will be made, he added, to 
establish the readership of individ- 
ual ads or articles in the magazine. 

While magazine readership will 
be established on the basis of a 
total issue, tv information will be 
obtained for individual programs. 
A Tv Guide digest of the program 
will be shown the person inter- 
viewed to aid recall. SRDS Data 
will do both 24-h()ur recall for tv 
shows in some areas, as well as 
going back seven days in others. 

As to whether the magazine and 
print data will be comparable, 
Wenig said this is "something agen- 
cies will have to decide." He said, 
however, that no correlation be- 
tween readership or \iewing is be- 
ing attempted, though in time they 
hope to have methods wliich would 
make such a comparison possible. 



34 



Complete data will be available 
in February, top 30 market infor- 
mation one month later., and local 
market data by 15 April. SRDS 
Data says it is using "one stage 
area replicated probability sam- 
pling. " Wenig interpreted this as 
"just another wa\' of getting sam- 
pling error." 

SRDS Data calls it the largest 
single personal interview consumer 
study ever conducted. In each of 
the 17,000 households, interviews 
of all members are planned, bring- 
ing the total to some 40,000. The 
National Consumer/Audience Pro- 
file is second one conducted, fol- 
lowing tlie first sweep last Spring. 
Field tests were conducted in 1962. 

Minn. -Honeywell buys 
ABC science for kids 

Minneapolis-Honeywell will make 
its network tv advertising debut 12 
January as sponsor of ABC TV's 
new Science All-Stars (Sundays, 
4:30-5 p. m. ) . The series, which pre- 
mieres on that date, will feature 
youngsters demonstrating scientific 
inventions and experiments they 
created for U. S. Science Fairs. 

Commenting on Honeywell's 
new advertising strategy, company 
president James H. Binger explain- 
ed that until now, advertising on 
tv to the general public was not 
considered by the firm to be "en- 
tirely appropriate and justified." 
However, he sees sponsorship of 
Science All-Stars as "an opportunity 
not only to benefit ourselves, but 
... to introduce into network tele- 
vision another program that can 
have beneficial effect in the techni- 
cal education and encouragement 
of youth." 

MGM-TV is producing the series 
for ABC. BBDO is Honeywell's 
agenc)-. 



NEWS NOTES 

Station names agency: KATU-TV, 

Fisher Broadcasting station in Port- 
land, appointed Gc\er, Morey, Bal- 
lard to handle its achertising and 
promotion. Plans call for a cam- 
paign to begin next month, out of 
the agency's Portland office. Station 
is currently constructing a new 
tower transmitter atop Portland's 
Syl\an Hills in the heart of the 



i.^ 



city's metropolitan coverage area, a U 
shift from the present tower loca- III 
tion of Mt. Livingston, 18 miles i id 
northeast of Portland. ' 1 

■:• 
New ANA edition: International 
standards and regulations included 
in the shipment of sponsored films 
overseas are spelled out in the sec- 
ond edition of ANA's report, "Ex- 
port and Import of Business Films." 
Prepared under the auspices of the 
ANA Audio-Visual Committee, the 
report has been reviewed by thei 
appropriate government agencies 
and provides information as secur- 
ing certification by the USIA and is 
utilizing UNESCO film coupons as 
a convenient form of currency 
Price is $5 for non-ANA members. 

Spot tv debut: Helene Curtis' Ten- 
der Touch bath oil, on the market 
for about two years, will soon make 
its spot tv debut in both day an 
evening hours. Details of the cam 
paign were not dividged. Agency i 
Edward H. Weiss, Chicago. 



NEWSMAKERS 



Miles A. \\'.\llach to director oi| 
market research of Revlon. He wm 
president of M. A. Wallace Re 
search. 

C. Russell Noyes to public rela 
tions vice president of the Phooni- 
Mutual Life Insurance Co. 

Stan McIlvaine to director 
public relations and adxertising t 
the Great Southwest Corp. He i 
places David T. Blackburn, on 
two-year leaxe of absence to sei 
as general manager of the Texaj 
Pavillions and Music Hall for tl)' 
19&4 World's Fair. 

Yolaxde Tsai to executive a: 
sistant to the general manager r 
the Holhwood Advertising Club 

Wn.LiAM \\'. Bryan to directs 
of Humble Oil & Refining, succci i 
ing D. W. Ramsey, Jr. Samcel 1 
Charlton will succeed Bryan . 
vice president for marketing. 

RoHKRr J. Nkwell to vice prt^ 
dent and general sales manager I 
Autopoint Co., a division of Coi 
Corp. 

Arnold T. Nappi to sales en- 
neer for S.O.S. Photo-Cine-Optii 
He \\ as sales engineer and manau 
of the New York sales office 
Fischer and Porter Co. 



♦ 



SPONSOR/4 NOVEMBER Id 



J 



MVIIkKlS IkINC 1)<'«M1 S<JIU'<V.f(l OIl- 
ti) tniiisp.ircnt slidfs, liattcncd 
I flip larcis, wound on film, and 
<d into r«'fls oJ tap*- — all i[i an 
it to hrinii dir market to tlw 
uhuycr. Hut many hroatlcastrrs 
^i.ivf found that rwn a ii<)(k1 job of 
)arkauiiin a i-ommunit\ dr.iins 
jtalitN and rcalit\. and dilutes im- 
lact to some deyn-e. 
One solution — especially effec- 
ve in the e.ise of a less familiar 
narket — is to approaeli the proh- 
ni from the opposite direction. 



AGENCIES 

Ft. Wayne junket: 
buyers' market trip 

Corinthian Broadcasting brought Chicago 
timebuyers to Fort Wayne to experience 
and evaluate the market first hand 

rncrros \rnni:) nr \\i r 




35 



AGENCIES 



and bring the timebuyer to the mar- 
ket. This means the market can t 
be "edited" to an\ great extent, the 
buyer sees it exactly as it is, not 
only as an obser\'er, but as part of 
the scene — he s lieen put in tlie pic- 
ture. The recipe for this reverse ap- 
proach is the market trip, with 
probably as many ways to cook one 
up as there are stations. 

Corintliian Broadcasting decided 
to transport a ninnber of Chicago 
advertising agency buyers to Fort 
Wavne, Ind. to acquaint them with 
the WANE-TV and WANE Radio 
area, and impress them with the 
fact that "Fort Wayne is one of the 
five most-used test markets." 

Before noon one day two weeks 
ago, the "touring" buyers gathered 
in Chicago's Union Station, where 
they were royally welcomed, and 



joined, by a quartet of H-R sales- 
men and station and Corinthian 
officials in two private railroad cars. 
The travelers were hardly settled 
when a lively brain-straining game 
requiring them to unscramble let- 
ters to spell out broadcast-advertis- 
ed product names started. 

Pronto, the buyers were scram- 
bled as much as the letters, since 
the words were taped to the plac- 
ers' backs, as well as throughout the 
car, so that everyone had to roam 
around to read all the cards. Many 
of the buyers stuck intentK' with 
the game for the two-and-a-half- 
hour train ride, even working at it 
in the dining car over lunch. (It 
was later annoimced that Dorothy 
Fromhertz of Foote, Cone & Beld- 
ing won this contest, and a tv set.) 

The buyers had plenty of time to 



observe the i)utlying parts of the 
market from their train windows, 
noting the flat farmland, and were 
reminded that there were no prob- 
lems involved in sending out a uhf, 
signal here. 

When the train arri\ed in Fort 
Wayne, they were greeted b\- Reid* 
Chapman, station manager; and 
Charles Tower, Corinthian execu- 
ti\"e v.p. from New York, and 
hustled aboard a waiting bus for a 
closer view of "America's Friend 
liest City." Another game — this one 
designed to acquaint the buyers 
with the station personnel, got un- 
der way as the bus ride began. 

^^'ith station promotion directoi 
John Thompson acting as toui 
guide, and WANE Radio tuned ir 
(so they could hear first-hand it' 
adult listening format), the lur 




roaiiud p.isl residential areas ("the 
market lias tlie liiulu-st p«'reeiitam' 
ot home ouiiersliip per eapita"). 
visited an i-norinniis supermarket. 
(Iroxi- past stAeral l.irue simppiiiu 
ire.is. industrial phints, nitra-iiinil 

111 hanks, a new college, nnineroiis 
. liiirihes ("see why were called 

Hie City of ChurchesT). 

I When the hus arrived at tin- 
hroadiast stations, the hiiyers were 
shown the laeilities — including a 
1 new winn under construction — and 
I'lnet station personnel, who helpeil 
•lieni com[ilete their name (pies- 

ttions, ( Kat\ 'lliulin of F.(-'&B won, 
took home a radio). They assem- 
' Ird in a large t\ studio where 
f\d (!h.i[iman showed a film of 
'hem stei)pins; t)ff the train at the 

tiailroad station a few minutes 
k-arlier ("we can get news on the 



air fast"), plus a \ iileolape presen- 
tation of seuments of \\'.\\K-T\' 
progr.uns ("the stations are lookeil 
upon as community leaders and re- 
spected for community ser\ice") 

Alter .1 thorough inspection ol 
the stations, the media iolk tiMtk 
a short ride to the Olympia (^luh. 
where the\ met city officials, rc- 
I.i\ed in opul.mt surroundings, and 
sipjied cool he\erages until it was 
time to hoard the train for dinner 
and the return to the Windy (lity. 

\Ueiu\ people on the trip: Kay 
KenuelK. Hitniiitr \- ll.i.is. Jack 
I'owcrs, Jack Kacmarek, Scott Dcn- 
nian, and Boh Uossitcr, Leo Bur- 
nett (!().: Tom Henry .ind Cordon 
(iredell. I) Aic\. Dorotln Froin- 
hertz, John NN ussow, Mike Miller. 
and Katy Thulin, l'"oote, (lone 6c 
Hi'lding; Jim Foley and Mike 



OX.'onncr, Kenyon 6c F.ckhardt, 
Carol Spring .md Pat Cray, \rthur 
\|i\( I Imll 6: Assoc . Marianne 
Monahan. John Stetson, and John 
Cole, Nccdh.uii, Louis 6c Brorhy, 
Marge Flotron, |ohn W. Sh.iw Adv.; 
.111(1 .\le\ I'odhor/er. Young 6c 
ituhic.un. 

From H-B: Crant Sinilli. ( li.iil.s 
Ferguson. Bill McBea. .tnd Jim Fox. 
.Sf.ition ptrsoiiiul \v ho in.idr tin- 
trip from Chicago: John I hompson. 
promotion director; Boh F.ndres, 
\\ AM-", I^idio, i)rogr;un director; 
John Keenan. W \NI",-T\' s.dc-s 
in.inager; and Jim Kuchcr, \\'.\.\K 
Hadio sales manager. On Ixtard also 
were Don Kearney, C'orinthi.in di- 
rector ot s.il<s. .111(1 Dean Linger, 
(,'orinthian director of advertising 
;md pid)lic relations, l)oth from 
.New York. ^ 




ONSOR 1 Nc)\i\iiuR 1%3 



AGENCIES 

Johnson fudges effects 
of dynamic population 

J. Walter Thompson v.p. outlines the five 
changing characteristics which will guide 
future of city planners— and advertisers 



A PICTURE of i^opulation growth 
and its attendant problems and 
opportunities was outlined last 
week by Arno Johnson, senior econ- 
omist and vice president of J. 
Walter Thompson. Johnson spoke 
at the New York Conference on 
the Super-City of Tomorrow spon- 
sored by the National Water Insti- 
tute. While his remarks were 
related to water supply and pollu- 
tion control problems, transporta- 
tion, housing, and other social 
phenomena, the population changes 
bear directly on the future of ad- 
vertising and marketing. 

There are five major changes or 
trends in the character of the popu- 
lation which will have particular 
significance in planning for the fu- 
ture, Johnson said. The changes: 

1. Rise in income and discre- 
tionary spending power. This will 
hasten upgrading of standard of liv- 
ing concepts — with increases in 
general consumption in auto own- 
ership, as well as increased home 
ownership which has already grown 
from about 40% of families before 
the war to well over 60% today. 

2. Upgrading of educational 
level of the adult population. This 
will result in increased interest in 
reading, culture, science, and out- 
door activities; more rapid increases 
in productive ability and income, 
and in the urge to upgrade the 
standard of living and social con- 
cepts and goals. 

3. C>iianges in way of life and 
work. Trend to family-oriented way 
of life with more children has 
caused a considerable increase in 
consvmiption of those items having 
to do with the home and family 
living. Food and beverages for 
home consumption increased 6.5'^<, 
between 1947 and 1962, while pur- 



chased meals and beverages in- 
creased only 53%. There were also 
marked increases in expenditures 
for household utilities, user-oper- 
ated transportation, travel, health, 
private education, and tv, radio, 
records, and musical instruments. 

REAL INCOME EXPANSION 
REVOLUTIONARY: 1950-61 





1961 






A 


••208% 


NUMBER Of FMHIUES Of ZOR MORE 


^^ 




PCRSONS IN EACH REAL INCOME GROUP 


^^ 




IN CONSTANT 1961 IXXURS 


^ 


•100% 
■34% 


^..^r:::^ 




1961 








' N 


•24% 












UUMiUOO 


MILUONS OrfAMfUES 


lOakOUKRSONS' 


"""*■ 


1950 


1961 












nwoouAU 


»AIM 


OrtRtPQOOO 12 14 


74 


208% 


•mwToiiQooo 2.4 4.8 


96 


100% 


•soooto(k>oo S6 7-6 


102 


•34% 


uKOtt'sooo 3Q7 251 


191 


-24% 








ToiAiwjiuts 399 39.9 


463 


•16% 


utaANtNOM ta3l9 *^I38 


•5737 


39% 









POWER UP 14irc IN 11 YRS. 
DISCRETIONARY SPENDING 



cnworfoinmT 



uuowiHocasuwi 

COUCmOfSTUDUDOfUVIK 
fOR BASK UVrHC rTf HS 




* Basic livin/i costs: food, cloihin/i. shelter 
**liased on proiliiclion polrntial of $7,S0 
/>i7/i<>« in 1969 and $92,> billion in 1974 



This trend to home-oriented family 
life also is reflected in the rapid in- 
crease in number of families; in a 
higher percentage of the popula- 
tion being married; in marriages at 
an earlier age; in an extraordinary 
increase in the number of children 
under 10; a rapid increase in home 
ownership as well as in expendi- 
tures for home-life activities; in a 
movement of population to the 
suburbs; and rapid growth of shop- 
ping centers and self-ser\'ice distri- 
bution. 

4. The age distribution of the 
population is changing, with a 
rapid increase in family-formations 
indicated by the coming big bulge 
in the age group of 20-.34. Total 
U.S. households are expected to 
increase 3.3% from 52.6 million in 
1960 to 70 million by 1975. This 
trend will increase the already 
high mobility of the U.S. popula- 
tion and will bring many more 
people into the heavy-consuming 
young householder market. 

5. Continued movement from 
rural and farm areas to suburbs and 
interurbia and the changes in the 
character of the population of cen- 
tral cities will have profound ef- 
fects on social and buying habits. 
Specifically, there has been a rapid 
movement of rural population of 
marginal income to the urban cen- 
ters and into industrial and non- 
farm jobs where the resulting in- 
come increase has greatly improved 
this population as a market. This 
trend has been particularly signifi- 
cant in the rapid growth of the non- 
white population in central cities. 

Analysis of the real income and 
discretionary spending charts re- 
veals that in the 11 years, 1950 to 
1961, the number of families with 
real incomes over $10,000 increased 
208% (in terms of constant 1961 
dollars). Those with real purchas- 
ing power between $7,000-810,000 
doubled, and those with over $5,000 
nearlv doubled from 14.8 million 
or ,37% of the 1950 total to 27.2 
million or .59% of the 1961 total. 
Discretionary spending powei 
based on a 19.50 standard ol 
living concept grew 141% betweer 
19.5() and 1963. In that time, it ha; 
increased from 42*^; of total dis- 
posable income after taxes to 52^ 
in 1963, and by 1974 its share of th( 
greatly increased income couU 
grow to 6.3'"r. ^ 



DLoi 



38 



SPONSOR/4 NOVEMBKR 196;| 



Piels, Quaker Oats 
up PKL to $30 mil 

Pap»'it, Kot'iiin, Lois, oiu' of tlir 
ffw piihlic'ly owiu'd am'iicics in tlu- 
biisiiu-ss as \\c\\ as oiir ol tlu- "liot- 
tt'st" on tlu* crratiw sitlr, uppt'cl 
ils hillings to some $'^0 iiiillioii last 
NVttk l)y ac'tpiiiiii^ its st-foiul and 
third major acc-oiiiits in tlu* last 
thri't' months. Latest silence was 
Pit! liros.. whiih shiltfd its $2-3 
million atc-oimt alter 11 \rars at 
Yoiin^ & Hubicam. The day before, 
PKL jiieked up several Quaker 
Oats ili\isions. also totaling be- 
tween $2-o million. Its other reeent 
aa{uisition was T.S. Hubl)er"s $1.2- 
niillion account. 

A PKL spokesman, aithou^li 
jjointinu out that its still "too earK" 
to determine the fate of the liert 
and Harry commercials promotinij 
Piels Heer, added he'd as soon 
"kill m\ own mother" as eliminate 
the popular cartoon characters. 

Quakers switches to PKL in- 
volve .\unt Jemima frozen foods, 
from |. Walter Thompson; Quaker 
Puffed lUce and Puffed \\heat, 
irom C^ompton; and Pamper cat 
ood, from L\nn liaker. Inc. In 
iddition, PKL will be awarded sev- 
sral of its new products, and 
Quaker is movini; its Quaker and 
\unt Jemima lines of corn tjoods 
O Compton from John W. Shaw, 
nc. 
PKL's client list is down to 21 
rom a hich of 26 a year ai^o. and 
lalf its billings increase is attrib- 
ited to budiiet liikes from its cur- 
ent accounts. Only SS-million was 
•n tlie agenc\'s boards the end of 
ts first year, but this was doubled 
he second \ear. and the latest ac- 

Iiuisitions have pushed it to the 
•i3()-nullion fiuure. This also moves 
I'KL up some 30 notches in the list 
»f top 1(X) aj^encies, from its pre- 
ious ranking as 7.5th in all-media 
tillings. 



rey jn Japan link 

»rey .\dv. and a top Tokxo asiency 
)intly have formed Grey-Daiko 
>dv. Daiko, reported to Ix" the third 
tfgest auency in Japan, bills at an 
nnual rate of alx>ut S46 million, 
ne-tlurd of w hich is in tv. Founded 
» 1944. the agency has over 1,(XX) 
mployes in 35 offices. 
This is Crey's second venture in 



the inlern.ition.il aha: L.ist \ear, 
it ac(|uired a substantial interest in 
C'harU-s W. Nobson, Ltd , I.i»ndon 
(now {.'harles ilobson 6c ( in-s I. 
(ire\"s domestic billinus .ire imu 
o\er $.S() million .i year. 

(irey - Daiko acc«>unls iniludi 
T.iked.i Ph.uru.u-eiili( .il. M.itsushil.i 
Llectrie, .\iihi Tomato C^o.; To\ o 
Kaycm and Toyo .SpimiinK; Canon 
Camera; Isu/.u Motors, and Sumi- 
tomo H.mk. He\ Ion has apj^ointed 
Cirey-Daiko as its agency in Japan 
(C.rey handles most of the Hevlon 
accoimt in the U. S.). 

Giegerich to special 
projects V. p. at FSR 

I'uller & Smith & Hoss has announ- 
ced the appointment of (>arl H. 
vice president 
for special pro- 
jects. Prior to 
joining FSH. 
(iiegerich was 
a director, sen- 
ior \ice presi- 
dent and chair- 
in a n of t h e 
plans board of 
Cimninuham if 
I W.ilsh. Before 
that, he ser\'ed 
aizencv's ex- 



Giegerieh as 




Giegerich 
chairman 




as chairman of tlu 
ecuti\e committee and director of 
creatiw services. He is an "avid ex- 
ponent and practioner of the inte- 
grated promotion, combimng adver- 
fisinti. marki'ting. uuTcli.nulisinnaiul 
pul)Iicity into a single sales pack- 
age.' His new duties will include 
the chairmanship of FSH's Creati\(' 
Review Hoard. 



Boost for K& E intl. 

KeuNon & Kckhardt's international 
partners are actjuiring new business 
at a rapid rate, announces president 
Da\ id C. Stewart. Six new accounts 
ha\e been added for Publinsa-Ken- 
yon & Eckhardt, Spain, K&E Novas 
de Mexico, and No\as-Criswell- , 
K&E, Venezuela. 

The Wiuvulan branch picked up 
the Heinz account, inclucling baby 
ioods. canned tomatcK's, ketchup, 
soups, vegetable sal.ids aiul new 
prcKlucts. in addition to C'olgate- 
PahnoIi\e's .Vjax. 

Publinsa-K\E was assigned the 
International Wool Secretariat and 
.Mimentos Concetrados, soupsand 



WHY SALES CLIMB 
ALONG THE SKYLINE 

You really «; ; i • , n this ' one- 

' buy" TV market with Gasoline 

[■ and Petroleum sales as large 

j as the 16th metro area and 

Automotive sales that rank 

>- 19th! 

SKYLIIME 



V 



IM E T \A/ a R K 



P.O.BOX S1B1 • lOAMO FALLS. lOAMO 
CALL MBL WWniOMT, A ■■ B A COOV ■ O ■ - (V • Jl 4 .. • T 



Call your Hollmgbery office or Art 

Moore in tlie Nortfiwest or Jotin L. 

McGuire in Denver. 

KOOK Billingi KFBB Great Fallt KXLF Buttt 

KID Idaho Falls KBLL Helena KMVT Twin Fall* 



®Q 



WTRF-TV 



STORY 
BOARD 



TeeVees! wc.c »omi oci» to 

grind, too Wi'vc had Swif. 
_ , fioi ond Premci and before »e 

frppl 9c' Wovici ond Moggici. Ict'i 

I ICC> put-on o show' for TerVtti' 

Naturally, we're spotlighting 
our ChonncI Seven Showmonship 
schedule in these TccVccs first- 
les but we'll gront you cquol space for your 
contribution of goodies Just send them to 
WTRF-TV's TceVees Editor, Wheeling 7, West 
Virginia We'll accept spot campaigns, too, but 
if you prefer, ask Rep George P. Hollingbery 
for the Wheeling TV story 

wtrf-tv Wheeling 

NOW FOR leeVees' Get set iRed.go). 

She's o nut iHazcll The old (Grindl) get 

you if you don't diversify' foot) for the 
course Air pollution Kildarc) Suty be- 

fore midnight . (Eleventh Hour) Tom, Dick 

and Horry . . . (Third Man) Third men's girls 
. . . (Horry's Girls) Without vocuum cleaner 
(Novok) It's been o i Boone to TV drama 
Kildare orders the Chinese beer man to deliver 
24 ttottles to friend Ben Casee) 

Wheeling wtrf-tv 
KIPLING TIPPLING' A rag o bone ond o honk 
of hair' A drag, a drone and a tank of oir! 

wtrf-tv Wheeling 
SOCIAL SECURITY' The system that guaron- 
fees you steak when you hove no teeth to chew 
It With 

Wheeling wtrf-tv 
LIGHT TOUCH' Beniamin Franklin moy hove 
discovered electricity but the man who invent- 
ed the meter mode all the money 

wtrf-tv Wheeling 
* FREE and yours for the asking w< II send 

you all the Wheeling Steubtnville Industrial 
Ohio Valley Market data you wont A low esti- 
mote of whot Our new ond toller tower delivers 
IS 529 JOO TV HOMES That s a lot of sell 
Wont ovailobilities for your neit campoign' 



CHANNEl 
SEVEN 



WHEELING. 
WEST VIRGINIA 



»0NS0R'4 NOVEMBER 1963 



39 



AGENCIES 

puddings. 

The Mexican affiliate acquired 
the Luxus line of hard candies and 
chocolates of the ACC Products 
Div. of Anderson, Clayton, plus 
Queens sheets and diapers, manu- 
factured by Hilados de Mexico. 

Stewart also announced the open- 
ing of a Barcelona office of the 
Spanish K&E affiliate, in addition to 
its headquarters in Madrid. 



NEWS NOTES 



Pet Milk products to DCS&S: 

Doherty, Clifford, Steers & Shen- 
field, which handles both consumer 
and medical advertising for the Pet 
Formula Nurser, has been assigned 
all the medical advertising for the 
Milk Products Division, including 
Pet Evaporated Milk, Instant Non- 
Fat Dry Milk, and Sego. Other 
agency appointments include Lil\ 
Lake Cheese to Ben B. Bliss Co.; 
Caribbean Cruise Lines to Henry 
J. Kaufman; United ElectroDynam- 
ics to Gaynor & Ducas; Knicker- 
bocker Biologies, Pfizer Laborator- 
ies division of Charles Pfizer, to The 



Shaller-Rubin Co.; Estey Electroi)- 
ics to Kameny Associates; Starflite, 
Inc., Westchester Airport, to Prit- 
chard Wood; Doric Corp., Fred- 
ericksburg, O., manufacturer of 
ceramic wall and floor tile, trims, 
and accessories, to Norman Malone 
Associates of Akron; Guardian Sav- 
ings & Loan Assn. to Sander Rod- 
kin Advertising, Chicago. 

BBDO cops insurance account: The 

newly - formed Western-65 Health 
Insurance Assn. of Los Angeles has 
decided on an advertising budget 
of $1 million and selected BBDO's 
office there to handle it. Carl Jensen 
will be account supervisor. \\^est- 
ern-65 is composed of some 45 
major insurance companies, headed 
by Occidental Life Insurance Co. of 
California, Pacific Mutual Life In- 
surance Co., and California West- 
ern States Life Insurance Co. A spe- 
cial act of the California legislature 
passed 21 September permits the 
companies to share risks and joint 
underwriting of health policies for 
those over 65. 

Pet Foods £rm to Shaw: Hill Pack- 
ing Co., Topeka, has shifted its Sl,- 




Prt'lty i;irls and fresli apples were on hand as CJiailes \\ . Ilovt Co. 
launched campaign for Nc" York and New Enuland Apple Institute 
and Western \. Y. Apple (iro\\ers. C'.irls were candidates for "Miss Apple 
(^iieen," and apples were anions first from fall crop in \. K. and N. Y. 
.State. Institute campaisn included spots on WABC, \VC:BS. WOR. 
WMCA. and WNKW in \. Y. C).. plus stations in 10 upstate N. Y. cities, 
nine N. K. cities, and the Yankee Network. Growers used radio and t\ 
ill mnjor upstate ,\. Y. markets, and radio in secondary markets. All was 
auRmcnted by newspapers. Kxplaininj; apples' finer points to jiirls are 
L. W. Marvin (I), Institute niRr., and IIo>t NNinthrop lloyt chairman 



050,000 pet food account to John 
W. Shaw Advertising, Chicago. 
Tv will be used in limited markets. 
Other account switches include 
Crusader Life Insurance Co., Phila- 
delphia, to Yardis Advertising for a 
new "Better Risk" policy; ClausM n 
Bakeries of Augusta to Cargill, W il- 
son and Acres; Sea 'N Surf Restau- 
rant in Framingham to Allenger 
Advertising; Bronstaon Hat Co. to 
Newman-Martin; Ostermoor & Co. 
to Fred Gardiner; Allied Foods, Los 
Angeles, to Beckman, Koblitz; Car- 
ling Brewing's Heidelberg to Baker 
& Stimpson Advertising, Seattle. 
Guild Bascom & Bonfigli will con- 
tinue to handle Black Label; Jewett 
h Sherman to Roche, Rickerd, Hen- 
ri, Hurst. 



:i 



NEWSMAKERS 



Walter Cooper to Kudnerl 
Agency as a producer in the radicJ 
and television department. He was. 
formerly a producer at N. W. Ayer 

Marvin L. Raxd to the public re- 
lations staff of Griswold-Eshlemar 
Co., Chicago. He was vice presi- 
dent for public relations at Klau 
Van Pietersom-Dunlap, Milwaukee 

Herb Daniels to managing di 
rector of Tatham-Laird in Ne\ 
York. 

Robert E. Fisher and Mitchel) 
L. Sherman to the account manJ 
agement division of Cunninghan' 
& Walsh. Fisher was vice presiden 
and director of public relations fo 
Northeast .Airlines. Sherman was 
consultant in the international mai 
keting field. 

William M. Dawson to pri-^ 
dent of Gann .Advertising, Scrai 
ton, succeeding the late Henry ^^ 
Gann. 

Harry P. Stitzlein and W n 
liam C. Sandwick to vice pns 
dents of Norman Malone Assoi. 
.\kion. 

Miss Dixie Thompson to Cui 
ningham & ^^'alsh as a tclevisic 
commercial producer. She w; 
formerh- with Tatham-Laird ; 
acting head of their Holl>wo( 
office. 

Pait, R. Ross to Batten, B.irto i 
Durstine & Osborn as busine^ 
manager of the radio and televisit 
department. He was ft)rmerly a< 
niinistrati\e manager of televisicH 
network sales for NBC. 



40 



SPONSOR/4 novembik 19t 



_ 





BROADCASTERS' PROMOTION 
ASSOCIATION. INC. 



1963 SEMINAR 

NOVEMBER 17-20 



SAN FRANCISCO 

JACK TAR HOTEL 



THE ANNUAL B.P.A. SEMINARS 
tHAVE BECOME A "MUST" FOR 

ANYONE IN THE BROADCAST 

PROMOTION FIELD 

iTop name broadcast speakers 

Informative work sessions 

Idea-packed program 

jSightseemg in San Francisco 
"everybody's favorite city" 




iv^- 



n 




SEND THIS COUPON FOR REGISTRATION INFORMATION 

TO: B.P.A. SECRETARY/TREASURER 

215 EAST 49th ST. NEW YORK 17, NY. PLaza 2-4255 

PLEASE RUSH ME REGISTRATION AND PROGRAM 
INFORMATION ON THE 1963 B.P.A. SEMINAR. 



name 



(company) 



(street address) 



(city, state) 



BROADCASTERS' PROMOTION ASSOCIATION 



WSOR 1 NOVFMBER 1963 



41 



TV MEDIA 

Tape production houses 
are no longer just 
^^buncties of equipment 

Although many an agency man still expects 
video tape firms to act and not think, 
they often could provide needed advice 
on creativity in television commercials 



Engineers, producers, execs at Videotape Productions evaluate commercials every week. 




ANYONE would agree that a pro- 
duction house that works on sev- 
eral thousand commercials each year 
is bound to learn something about 
the business. And most any pro- 
duction outfit worth its salt will 
criticize and evaluate those com- 
mercials. Yet the fact is adxertis- 
ing and agencies don't often ask 
for these appraisals. 

The usual agency attitude is that 
production firms are groups of men 
and equipment meant merely to 
produce, period. This feeling is 
especially prevalent when it comes 
to video tape which is still not 
wholly trusted with the high quali- 
ty work of many agencies . 

At the Videotape Center in New 
York, however, the evaluation of 
commercials is taken very seriously. 
Neatly tucked away in the office of 
Herb Hobler, vice president and 
director of operations, are evalua- 
tions of commercials from almost 
ever)' production series completed 
over the last two years. These 
evaluations or critiques are made 
out weekly by Videotape execu- 
tives, producers, directors, en- 
gineers, technicians, and salesmen 
at meetings held religiousK' e\er\' 
Monday morning at 9:15 a.m. 
sharp. The\- are announced on the 
loud speaker sNStem and e\er\one 
not engaged in actual production 
is expected to attend. Because the 
review sessions ore held promptly 
one executive said he sometimes 
was forced to take a taxi to work 
e\en though he lives quite far out 
of Manhattan. 

Top men at the firm such as 
Howard H. Meighan, president, 
and John Lanigan, vice president 
in charge of sale, are alw a\ s pre- 
sent. 

The meetings are closed to all 
])ut Videotape personnel. The rat- 
ings and discussions are meant for 
internal use but on occasion when 
an adman wants to see the critique 
on his commercial he is permitted 
to. "Such an exchange of informa- 
tion has been \aluable to both 
]iarties concerned." says Hobler. 

\'er\ few admen lune asked 
about the critiques, howe\er. In 
most cases the admen know noth- 
in<4 about it. "\\'e make no effort to 
liublicize this," Hobler comments, 
but if an adman in\olvcd asked to 
see the ratings we give his work I 
doubt if we'd sa\- no. We lunent 



Scre«nlnc D«te:_ 


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R>t«: 0-Outataminc, 1 -rbu-i>l lent 

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Concept 


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Ll«t>t's 


Errecta 


neu 


cotown 


BW6 


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m 



After each viewing a critique covering vital aspects of the commercial is filled out. Names of critic, advertisers are withheld above. 



ill (lie past." 

Ill a foupic of ca.ses wlu-rt' tho 
ailnuMi lia\i' sren the triti(iiu's tlicy 
lia\c talked with the pt'opli- iii- 
\()l\t'd and reporti'dly ri'visi'd test 
commercials or incxirporated new 
ideas in future eommercials iinpro\ - 
inn "w i-ak" points as the (>enter sees 
them. One advertiser, an airline, 
changed a studio scene to a more 
lively outdoor scene; a razor blade 
compan\ also made changes. 

The critique sessions usually last 
about an hour. Although the whole 
staff is not on hand e\c'ry time ses- 
sions are well attendtxl. Often about 
1 20 to 25 people are there. 

Commercials are chosen for the 
[review sessions by the pr(Klucers. 
UsualK one or two commercials 
are taken from each commercial 
series. In totto, about 15 commer- 
cials are \iewed at a sitting. After 
leach one is shown on the monitor 
Ithe criticjiu* slieets are made out. 
iThen Ilobler tells the name of the 
Iproducer. director, lighting director 
land others who worked on the spots 
land the work are discussed. 0\er 
|tbe past year 62.5 commercials haNe 
Ml evaluated in this manner. 
Ratings from (for outstanding) 
5 (for poor) are giv»>n in the 
reas of creative concepts, selling 
|impact, lighting, special effects, and 
ets ( see chart ) . 

All the ratings are compiled ami 
lade into a report which is dis- 



tributed to executives. The\ are 
a\ ailable to salesmen also. When a 
festi\al or other form of commer- 
ci.d competition comes up the tines 
with tlie liighest ratings are review- 
etl again and the best ones chosen 
for submission. Recent commercials 
(seen at random) that ha\e re- 
cei\ed high scores in various cate- 
gories: Revlon, Simoniz. Miller 
High Life. Hanes, Tliom McAiii. 
Illinois Hell. 

Nobody claims to be experts in 
ever>' subject, or in any subject. The 
sessions are used primariK to gi\e 
the production teams an oi)portun- 
ity to talk over problems and solu- 
tions with other personnel in order 
to benefit from each others work. 
Many times the same problems \\ ill 
come up in another studio in the 
future. Ways the commercials could 
be i!iipro\t'd are also aired. 

.\notlier important reason lor tin- 
sessions is to acquaint salesm«'n 
with what is going on and aid tlu'in 
in learning what can and c.mnot be 
done, as well .is gi\«' them insights 
into some special effects and im- 
provements the staff has discovered. 
In this wa\ they are able to discuss 
the production of future commer- 
cials with mori' knowU-dge and per- 
liaps make suggestions on the basis 
of uli.it the\ learned in the sessions. 

It is not unusu.il that a lighting 
director, for ex.impU'. will r.ite the 
lighting <in his commercials poor. 



perhaps because the client w.mtetl 
a lighting arrangement he didn't 
agree with. M times Hobler has 
called in j^ersonnel on such occa- 
sions and discussed it with them. 

Although the different viewers 
have specific ar»'as of knowledge 
they judge in all c.itegories. The 
area of .selling impact is i>erhaps 
the broadcast category, but in this 
case the personnel view the com- 
mercial as consumers as well .is 
commercial producers. 

Many of the people have worked 
on the agency or network side of 
the business previousK. Howard 
Meighan, for example has worked 
with J. Walter Thompson and also 
xvith CBS. Lanigan has Ix-en with 
C'ompton. Hobler w.is at both ('BS 
.iiid NBC working on network sales. 

In the film industn. many pro- 
duction houses are noted for being 
p.irticul.irK know K-diieable in .ireas 
of lighting fiMKis or cars, de.iling 
with animation, humor, photoma- 
lion or what all, but often feel that 
t.ipe. being relati\«'ly young, is still 
not est.iblished. TajX" men agree 
this might ha\e been true in the 
beginning but after having d«)ne 
commerci.il after commercial day 
after day the\ like to feel tlu-> are 
not just an inert bunch of machin- 
er\ but a creative team at the same 
time. "We are in the ad business 
.md not just in the sujipK business." 
said one nian. ^ 



pONSOR 1 No\i\nuK 19G3 



43 



TV MEDIA 



Production, sales up 
for all-cliannel sets 

General upswing for factories, distributors 
follows swift pace of change-over from vhf 



THE SWIFT PACE of the electronic 
industry's change-over from 
manufacture of vhf-only tv sets to 
all-channel receivers marked a gen- 
eral upswing in production and 
sales for the niontli of August. 

Distributor sales of tv receivers 
and factory production of sets rose 
substantially over August 1962, ac- 
cording to the Electronic Indus- 
tries Assn. Marketing Ser\ices 
Department. 

The EIA department listed dis- 
tributor sales of television sets for 
August of this year at 549,421, com- 
pared with 518,451 for August 
1962. Distributor sales of tv sets for 
the first eight months of 1963 also 
climbed — from 3,692,017 through 
August 1962, to 3,954,670 through 



the same period of 1963. Total tv 
production for August 1963, was 
565,198, compared to .500,693 for 
August 1962. For the first eight 
months of 1963, tv production was 
4,409,410, up from 4,132,603 for the 
corresponding 1962 period. 

Production of all-channel t\ sets 
more than doubled during this 
past August, compared to the same 
m(mth last year, with totals rising 
from 44,862 to 90,457, a ratio of 
more than one out of six. The race 
to meet the 30 April deadline for 
changeoN'er was reflected in factory 
production figure of 599,385 imits 
for the first eight months of 1963, 
compared to 348,667 for the cor- 
responding period in 1962, a ratio 
of nearly one nlif in each eight 




:0 



;! 



44 



sets compared to one in 11 for '62. 

In other electronic areas, dis- 
tributor sales, of radio sets, exclu- 
sive of auto radios, reached 849,274 
last August, compared to 848,881 
in August 1962. Eight-month dis- 
tributor totals for the >'ear were 
5,482,987, down considerably from 
6,570,544 for the first eight months 
of 1962. Factory production of 
radio sets of all kinds reached 1, 
252,878 in August 1963, compared 
to 1,2.53,753 last year and produc 
tion for the January-August 1963 
period was down to 10,828,721 
compared to 11,652,448 for last 
year. 

Auto radio production figures for 
the first eight months of 1963 were 
up to 4,573,768, compared to 4,- 
103,170 for the 1962 period. Total 
fm radio production exclusi\e of 
auto sets but including other am 
fm combinations totaled 881,695' 
through August 1963, up consider- 
ably from the 626,1.54 figure for 
the corresponding 1962 period. 

Factory sales of t\- picture tubes 
were down in both total units sold 
and in aggregate sales figures foi 
the month of August 1963 and foi 
the first eight months. 

The total unit sales for picturt 
tubes in .\ugust 1963 amounted t( 
767,529, compared to 795.121 foi 
August, 1962, and Januarv-Augusi 
sales totaled 5,840,320 in' 196.3 a; 
against 5,916,286 vmits in 1962. The 
August 1963 dollar sales figure wa:^ 
$14,473,647, compared to $15,035, ^ 
8.30 for that month in 1962; eight 
month monev totals were S108,9{X). 
438 in 196.3 and $113,432,881 ii 
1962. 

For receiving tubes, 3I,569,(K)< 
units were sold in August 196.- 
compared to 34.646,000 in Angus 
1962. lanuarv-August totals wer 
220.444.(X)() in 1963 and 242.27 1,(X> 
in 1962. In dollars, the August 1% 
figure was $25,785.(K)0. compared t 
$29,222,000 in that month the pn 
vious year. For the first eigl 
months of 196.3, the sales figure w.i 
S1S1.641,()(H), compared to $203 
174,(H)0 in 1962. 

Both distributor sales and factor 
production of portable and tabl 
model phonographs edged up sonn 
what during August of this yea 
compared to August 1962, but tli 
figures for console phonograpl 
were down in both categories f( 
the month. ^ 

SPONSOR 4 NoviMiuK I'.lt 



w 




\,Vi I hoilllllll 

ABC promotes Newi. 
Boorom in sales dep't. 

Koriiur AHCIA' assistant daytiim- 
sales inaiiam-r (Iiiuuc H. Newi lias 
lu'i-n pioinotc'il to diit-ctor of sports 

iiid spt'C'ial prosirain sales. Nowi 
liad pri'\ioiisK hccn diroitor of 

hutiiiu' proiiiaminu tor McClanii- 
I'lrifksoii, and lu-fori- that stM\fd in 
.thr media research department and 
"is a broadcast media time buyer 
lor (lompton \il\ crtisinu. lie is 
uicceeded 1)\ \\ arren Boorom, who 

•onies to the network from Metro- 
Media where he was vice president 

or sales de\'elopment. lie was with 
.' Hadio AcKcrtisinii Bureau Irom 
)')4 to 1U(J() reachini; the position 

• \ice president. Previously, he 
IS ilirector of promotion with 

\ VOW Washington. 

Tv for Congress? 

I ciix ision could work as an ef- 

reti\«- public relations tool for the 

nited States Congress and might 

so be explored as the means to 

:k1 the filibuster. 

This was the opinion of Senator 
acob K. Ja\its (R., N. Y.). speaking 
Q the Viulcr Discussion program 
n Mi'tropolit.ui Broadcastinu sta- 
ions \\TT(i-T\'. \\ ashinsitou. 
C. and \\NK\\-T\', New York. 
'Let the public see what goes on 
the filibustir. hour after hour, 
y after ilay. wt>ek after week, 
hile the Senate sits on its hands 
even committees are pn-wnti'd 
m meefimz for the purpose of 
loinij urgent public business which 
ight happily follow the filibuster." 
said. "I think e\p»)sure on tele- 
ion is important to make people 
1 that they have a world plat- 
rni and must measure up to it. 
e pointed to the success of tiie 
alachi t\ hearinus antl noted that 
is nianage.ibl(\ they [t\ hearings) 
be controlled; they are not go- 
g to nm away from you ... So I 
link exposing oursebes more to 



the public and nmdciui/.ition \^ ill 
bring us more public resiH-ct." 

lUp. Thomas B. Curtis (H.. .\lo.i 
al.so advocated Iv io\craue of (Con- 
gress and added, "I'd like to have 
some tv shows not of the sensa- 
tional he.niiiUs, but tliosj- — the 
lareful ones — like the tax bill," 

B\ \ irtiu- o| a rides change some 
\c.irs ago, the Senate do<'S allow 
cover. igc of its lommiltee hearings 
at the discretion of the chairman, 
but televising of full Senate disc iis- 
sions is still prohibited. 



GWB pays $12 million 
to Para, for KTLA 

(ioleU-n West Broadcasters has fin- 
ali/ed tli<- bii\ of its first tv prop- 
erty, KTI.A Los Angeles, for $12 
million. The transaction g<H-s down 
.IS one of the liigh«'st-pri( cd deals 
ill broadcast sales history 

Tlie station, which oix-rafcs on 
channel .5 in Southern (California, 
has been owned .iiid o|H-r.((ed by 
Paramount Pictures since 19.'J9. 

Its new owner. CW B. is headed 



YOU'RE ONLY 

HALF-COVERED 

IN NEBRASKA 
IF YOU DON'T USE 
KOLN-TV/KGIN-TV! 




1 



AVERAGE HOMES DELIVERED 
PER QUARTER HOUR 

(Feb. -March, 1963 ARB — 6:30 to 10 p.m.) 

UNCOIN LAND* ■A" 

(KOIN-TV KCIN-TV) 61,700 

OMAHA A" 63.800 

OMAHA ■ B" 54,700 

OMAHA • C" 54,300 

LINCOLN LAND* ■B" 23,600 

LINCOLN LAND* C" 23,600 

'Lincoln Hailin9i-K«a ruff 



Rating proffftiont arr rtlimairt only, tuhj^tt to any 
dt^l^fl* anii limitation* of tourcf ntalrrial anel mrthodw, 
tMnii mar or man not hr aeruiat* mraturrmrntt of 
truf auHtfner , 



Lincoln -Land is now 
nation's 74th TV market!* 

Tlurr .in- Iwn hiK lA m.irkil- in N< lir.i-ka. 
To rrarll llli-m. >i>ll liaM- In ll-r a >l.llinn 
in r.Tili. Nil I.inriiliil anil ami >iiu'\i' -.oM 
iniirr llian liaHlln- liii>init pimrr in llir -lair. 

I.inrolnl ami i« now tin- 7 tlh Inrnist 
marki't in thr IS., haM-il on llir a\iTa|tr 
niinilMT of hoinf!* per (jiiarirr hour prime 
timr ill-lit i-rril lit all >tulion<> in ihr 
markrt. kOl.N-TV KCINTV .j.liMr. 
more than ^nh.flflfl liomr" honn« llial 
■ rr a "niu^t" on an> lop-tnarki-t filinliilr. 

.Xkk \\iT\Knoilrl for ronipli-li- fait* on 
K«U N T\ kl.lN r\ llir Offiriai Ha-i. 
i.li> Oiilii-I for niosl of .Niiira-ka ami 
Norlhrrn Kan!>a*. 

•\.;.n,>:,, (■>■.• I Kit R.inSi^I 




KOLNTV KGIN-TV 



CHAMNII 10 • lU »«« Wins 
i»oo n Town 



/ 



CMAMIIl II • 1U.M4 WAfn 

iMt n town 



COVIIS UMCOlN-UkNO — NltlASKA S OTHH *IC MAInn 



MNSOR 1 .VOVFMBKR 1963 



\b 



TV MEDIA 



1 



by Gene Autry, board chairman, 
Robert O. Reynolds, president, and 
Lloyd C. Sigmon, executive vice 
president and general manager. It 
is contemplated tliat tlie present 
management of the station will be 
retained by GWB when it assumes 
control of KTLA. 

Subject to FCC approval, KTLA 
becomes a subsidiary of the GWB 
group which also includes radio 
stations KMPC, Los Angeles; 
KSFO, San Francisco; KEX, Port- 
land, and KVI, Seattle. 



NEWS NOTES 

Joining CBS TV as satellite: KTVS- 
TV, Sterling, Colo., will join CBS 
TV as a satellite of KFBC, Che>'- 
enne, Wyo., effective on or about 1 
December. KTVS will operate on 
Channel 3, is owned and operated 
by Frontier Broadcasting Co. 

Cartoon Xmas Carol sold: Timex 
Corp. (Warwick & Legler) is foot- 
ing the full bill for Mr. Magoo's 



WHAT'S IN THE MIDDLE 
MAKES THE BIG DIFFERENCE 




..and, IN PENNSYLVANIAJT'S 

WJAC-TV 

It takes the market in the middle 
to give you complete coverage in 
Pennsylvania. And WJAC-TV is the 
one station that serves these "nnil- 
lions in the middle." Here in one 
buy -- you reach America's 27th 
largest market ! 







46 



Christmas Carol, the animated 
color version of the Charles Dick- 
ens classic scheduled for 13 De- 
cember (7:.30-8:30 p.m.) on NBC 
TV. Produced by UPA Pictures in 
association with NBC, the cartoon 
was originally telecast 18 Decem- 
ber. The voice of Ebenezer ("Bah, 
humbug") Scrooge is provided by| 
Jim Backus. 

Joint production: MGM-TV is pro 
ducing a new hour dramatic-sus- 
pense series in association witl 
NBC TV, for 1964-'65. Norman Fel- 
ton is executive producer of Solo' 
which will star Robert \'aughn. 



UA-TV and CBS TV collaboration 

United Artists Television is prepar 
ing a new series, Mark Dolphin, fo; 
CBS. The one-hour drama-adven y 
ture, wTitten and created by N 
Richard Nash, is being readied fo: 
possible use in the 1964-'65 season 
The series will star Robert Horton, 

I ilti 
TNT Color system: Theatre Net y 

work Television's new Color Eido 

phor large-screen closed-circui, 

system, now in production, ha 

been introduced at a series of dem 

onstrations at TNT's Technica, 

Center in Woodside, N. Y. Demon 

strations in other U. S. cities wij 

begin late this month, with th' 

first out-of-town demonstration 

scheduled for Washington. 



NEWSMAKERS 

Jack Berry to station manager , 
^^'NE^^TV-F^^ Bay City. He haf 
been commercial manager foj 
Gerity Broadcasting. 

Richard Ho\\xan"d to promotio 
manager of WSFA-TV, Montgon 
er\-. 

Kenneth L. Hatch to genen 
sales manager for KSL-TV, Sa 
Lake Cit\'. 

Bob Bernstein to national put 
lie relations director of the Tr 
angle Stations. He \\as \ice pres 
dent of Tlie Softness Group. 

Jack Drum to vice president ( 
The Softness Group, Linda Heel 
to account executive there. 

Kermit T. Slack to director < 
ad\'ertising and public relations f< 
\\'CKT-TV, Miami. He was ere 
ti\e director of the Arthur Mogfi 
Agenc\' and a cop\' director v 
Bishopric, Green, Fielden. 

SPONSOR/i NOVEMBKR I9( 



RADIO MEDIA 



Radio brand 
at make-brea 



u 
k point 



Junker says RAB has tou 
)thers to follow-up N. Y. 



rill si'cx:i-ss or l.iiluri- ol HAHs 
attempt to pro\ idr advert ist-rs 
III asioiK'irs \viti» tlir actual m-t 
:uros for radio brand billings ap- 
.irs to be at its ■■m.ikc-or-brcak" 
'int. 

KAH prt'sidont Kdimmd C. 

iinki-r last wot-k diNulijrd the rr- 

ilts of a pilot study on brand t-x- 

luiituri's, with information pro- 

Avd b\- 13 Nrw York area sta- 

MS. With the pilot test in hand, 

\\\ hopt's to sfll till* idea to radio 

itions in otlirr markrts, onr by 

ic, until all major markets are par- 

ijiatinij. 

Vddressinu a eonvention of the 

^titutl' of Hroadeastinii Fin.meial 

iiKmement in New York ( see 

iiie 21), Bunker revealed prelimi- 

iry figures which indicate that ad- 

•rtisers spent about SIO million 

let) on N.Y. radio the second 

'.larter of this year as follows: 

|.)me $7.5 million by an estimated 

||2 national and regional ad\er- 

ers to promote 240 brands, with 

fi^al advertisers accoimting for the 

St. 

fter his speech. Bunker stressed 
|SP<iNsoH that because stations do 
want to reveal their brand bill- 
to anyone, RAB has a hard 
lit ahead in coinincing those in 
rkets outside N.Y. to take part. 
Ken though the project is sup- 
|rted by both individual reps and 
ition Representatives Assn., RAB 
St still pro\e the long-raniie 
pue to individual outlets, he said. 
4et-vs.-gross-time-b i 1 1 i n g s is 
^B's second major hurdle to over- 
(le before initiation of the pro- 
Bunker fears that when com- 
ig t\ and radio brand expendi- 
s, a reader might not realize 
lit the two sets of figures are 



gh fight ahead to sway 
.-tested billings study 

b.iMil 1)11 illllcniit M.ilis. \!a\l)c 
we are better oil using gross bill- 
ings instead of net," he mused. 
"Maybe we should gross them our- 
selves." He added that the tv fig- 
ures comi)ileil b\ the F(]C] are "al- 
wa\s about 3(K r under comparable 
figures released by TvB." 

Before the New York pilot study 
began, meetings were held with 
metropolitan area stations to con- 
vince them their figures would 
never be revealed individually. In 
the end, IS stations aureiil to take 
part in the test, and 13 ultimatelv 
reported their findings. 

Aside from fears of securitv 
leaks, stations are averse to pay- 
ing for the service. Bunker esti- 
mated if would cost between $.30.- 



000 and $.')0.000 annually to pro- 
vide agem ies .ind advertisers with 
the total, national brand-by-br.md 
spot radio exp«*nditures. Right now. 
li.\B itself is absorbing the cost. 

I'ntil RAIi convinces stations in 
(ihicago. l.os Angeles, and other 
ujajor markets of the |)roject's 
value, station reps are providing 
the figures. They are sent, in con- 
fidence, to the CAW firm of IVat. 
\Iarwick & Mitchell, which is com- 
piling and processing the totals. 
I'.ach station that took part in the 
\.Y. test was classified bv .i (<Kle 
number, so that onlv l'.\l\M jxr- 
sonnel would know their actu.il 
identitv . 

Dtiriii- his liU A! talk. Hunker 
s.iid that if radio can solve the prob- 
lem of measuring its audience 
through such efforts as R.'\B"s pro- 
posed methiKlology study, the med- 
ium could "gross SS.50 million by 
19f« or 19f)fi — an increase of as 
much as $150 million over radio's 
current annual gross. 

Blinker said a survey of BAB 
iiiiiiiber stations showed that seven 
out of ten report total sales much 
above those of last year — an aver- 
age increase of \A' f over the \^)62 
figure, (falling radio "badly under- 
priced", he pointed out that sjiot tv 
rates are up 76'f since 1956. while 
radio's .ire up only 15*^f in the s.ime 
period. ^ 



awMi 



Winners take Yankee prize 




I'ri/cs \MTi- a\«.ir(U'(l to a^l■lll^ ciitriinis b\ ^ aiiLi-i- NilvMirk in loiitot 
markiiiu .J.'itli aniiivcrsan of New Kiisland chain. Takiiii; part arc (1-r) 
.\l Malfif, Vaiiki'O N.K. Sales mcr.; winiuT William I. Oraiibiirs, v. p., 
Jerome ()"I,<."ar\ .\i;i'iu\; ^ anki-t- aiU. dir. \l Korn; \» iniuT John T. 
Mallo> , aci-ouiit e\et, HHIJO. Boston; anil Yankee natl. sales dir. Prix^or 
Jones. Other winners, not present, were Jolni B. Collins of Papert, Kocnie. 
Lois; Kobert ('. KelN . I.ennen \' \eMell; J.irk J. I.eener, Tidewater 



«kj 



SINSOR/4 NOVEMBER 1963 



RADIO MEDIA 



Radio /tv covera 
changing audie 



c 



iiANGE causes change. In the case 
of the civil rights movement, a 
breakthrough 
in general 
broadcast cov- 
erage of Negro 
news is pro- 
ducing a num- 
ber of interest- 
ing collateral 
effects on the 
listening habits 
of the Negro 
community all 




Novik 



over America. This is the educated 
opinion of one of the country's top 
Negro-station broadcasters, Harry 
Novik, general manager of WLIB, 
New York. 

The breakthrough, according to 
Novik, in an interview with spon- 
sor, came with the coverage of 
James Meredith's integration of the 
University of Mississippi. Prior to 
this, the general broadcaster car- 
ried only the "highlights" of the 
Negro story. "The day-to-day news 
was left pretty much in the hands 
of the Negro-oriented stations 
which programed to this specific 
marketplace," remarked Novik. 

"Meredith was the trigger and 
there has been no let-down since." 
Novik noted that the issues of the 
Negro story were "just too big and 
coming just too fast" for any gen- 
eral media to give it the cursory 
treatment it had received in the 
past. "To their credit let it be said 
that the general broadcasters did a 
magnificent job. Coverage was su- 
perb; man-in-the street interviews 
were more than fair, and the wrap- 
up stories were done with sensi- 
tivity and respect." 

Novik is sure the overwhelming 
majoritv of the Negro populace has 
HstciK'd to and watclied general 
broadcast coverage. "But we feel 
equally certain that they now turn 
in even greater numbers than be- 
fore to the local Negro-pro'iramed 
station wherever possible to uet the 
Negro thouchts and attitudes that 
the general broadcaster just cannot 



ge off Negroes 
nee make-up 

suppK .'* Perhaps the greatest ef- 
fect of the general broadcast atten- 
tion to the Negro story is, therefore, 
a "greater empathy between the 
Negro and the responsible Negro 
radio station." 

Negro stations now see them- 
selves more clearly, said Novik, "not 
alone as interpreters of the news 
in time of crisis but as a vehicle that 
should be the source of news from 
now on in. Reevaluation of program 
structures is under way in almost 
every major city in America. News 
departments are being enlarged. In- 
creased commimity serxice pro- 
grams are being blueprinted. ' 

That change and the courage to 
make change is everywhere sup- 
ported by the fact that some Negro 
stations in Georgia have "actually 
gone on the air and urged their 
Negro listeners to go out and vote." 
Noting that many stations do not 
have the freedom of speech of a 
\^^LIB in New York, Novik com- 
mended the southern stations for 
acts of "rare courage." 

"So, in a sense, change has caused 
change," concludes Novik. "The 
Negro himself has become a more 
knowledgeable and critical man. 
The Negro leaders have grown in 



stature and in the understanding 
of the value of broadcast time for 
completion of their missions. They 
are seeking it and getting more of 
it from Negro stations everywhere. 
In turn, the Negro Community is 
timing in more frequently than ever 
before to hear the thinking of its 
leaders. And as this process con- 
tinues it will weld the entire na- 
tional Negro community into an 
ever-increasing political and mar- 
keting power and Negro radio will 
have played its part in the exolution 
of greater freedom for all." 

Supporting Novik's thesis that the 
Negro communitA' is becoming an 
ever-increasing marketing power is 
"The New Dimensions of the Negro 
Market," a study now available tc, 
advertisers and agencies from 
KDIA, Oakland, Negro market sta- 
tion. It reveals that San Franciscf 
is the 11th Negro market in the 
U. S., with a total population ol 
252,500 in 70,400 households, with 
.$318,212,000 effective buying in- 
come. Of that buying income, 7: 
cents of each dollar of income i; 
spent in retail stores. 

The average Negro household ir 
San Francisco has an income o 
•84,520 per year, with other area 
e\en higher, as with Berkeley, with 
an average income of $5,591. Th«i 
survey gives the following break 
down on spending: $981 per yea 
per household for food; $123 pe 
year per household for drugs; S66i 
per >'ear per household for appare 
and department store purchases. 

The new "Negro NIarket" stud 






Account exec puts house in Ivy air 



An ABC Radio account exec 
purchased time on a non- 
network station's broadcast of 
Saturday's Dartmouth - Yale 
game ... in order to sell his 
house! Robert Fountain, first 
sponsor signed by WICC 
(Bridgeport) for the gridcast, 
made his buy after being in- 
\ited to attend the game in 
person and then realizing that 
the adult listening audience 
would contain prime pros- 
pects to purchase his colonial 
home in Westchester C'ounlv. 



Foimtain wrote the com- 
mercial message himself, subt- 
ly slanting it to impress his 
"Ivy League Listeners." With 
an organ playing the back- 
ground, the 60-sccond spot 
began with a deep-throated 
annoimcer asking: "Can a 
pretty white house in the 
coiuitry really find happiness 
w ith a grow ing family from 
the city? . . . This is their 
story." The organ then faded 
and the annoinicer completed 
details of the offer. 



IS 



SPONSOR 1 N()\i \iiu K I'.K 



,vas I tiiiiriiissioiutl tt> Salt's Man 
Inline lit !)> Beniaril Howard, lari; 
st \ti;it) slatitm rfpi"»'si'ntafi\< 
imi III tlif c'oiintiN, ami is h.isi-il nn 
I nnnxr.ipliii- ,srlct'tit)H nl l"j mitin 
Militaii markrts oriniiialK cliartril 
)V Salfs Manaiifim-iit in its 10 Jimr 
latiDiial ■■Siir\t'y on liiu inii I'owcr.' 
rlu'sr lo, coinprisim; iiiH-tliinl ol 
Sotli tlu* 20 millions in national \f 
ifo population and tin- $21.9 in na- 
ioiial \«''_'ro inc-onics, wcrv addi- 
ioiialK n-anal>/.t'd .md stiitlicd 
rom tlif Ni'iiri) standpoint, .nid if- 
U'tt national Not^ro inarkrtinij 
'r'IuIs. ^ 



Hurieigh takes swipe 

at merchandising aids 

I 

,1 akini; a s\\ ipt* at tlu' s\ stnn u liicli 

las stations ollcrinn adv ti tisrrs 

lu-rilKiiidisimi aids, Miitii.il liroad- 

fastinii iirt'siilrnt HoImtI !•' lliir- 

liuli sa\s it is likr (inicks.nid — 

tlu- drt'prr \oii ijet in. tlu' harder 

IS to m't ont - — and it ina\ In' 

iir lor "sonu' intollitient collec- 

i\f harnaininn' all thr way 

Mind" to work ont a solntion. 

I If points ont that sonu- ol tlu' 

^tt•In's inori> vioU-nt antagonists 

lini it's a "Mathiaxrllian dcvict' 

<ict somrtliinii for nothing; a 

I'^aininii ut'dui- that in rs.siMico 

ts till' rate. Thry would put "a 

HI' on the head «>! the one in 

>adeastin<; ulio first eoncei\ed of 

■ idea. 

On the other hand, llnrleinh 

ids. protagonists eonsider that 

ison "the Patron Saint of Sales'." 

winn the system as "part of the 

^t ol doin;4 business in todays 

Kirkrtplace; a necessity that 

)iild Ix' buried in the rate .uid 

gotten by every praetieal man." 

rill- MHS chief says some dissen- 

is .isk whether it's fair "that one 

\ertiser receives merchandising 

I while another does not .md vet 

i>s an e(jual amount for the 

me," and wonders himself if the 

K-dium "is so timid that it can- 

"f sustain its own price structure 

d crumbles at the thouuht ol 

inu a sale." 

That it cnts into profits, no on* 
III tleny," Hurieigh s.iid. "'Still, in 
^ tiefense. flu-re are those who Ix-- 
\e that profit' has no meanini: 
ithout volume and that without 
>is ■crutch" they mii^ht never reach 
' volume thev need." 



SONALITY 




Floyd Ollowoy 
WSYR GANG 



Corol Johnton 

WOMEN 



Ed Murphy 
MUSIC 



Fr«d Hillega 
NEWS 






<?--.^ 



Elliot Gove 
TIMEKEEPER 



Richard Hoffmonn 
BUSINESS NEWS 




It packs a friendly punch. Stroll 

down the street with Deacon 

Doubleday or Carol Johnson or 

Fred Hillegos. Watch the smiles 

light up peoples' faces; hear the 

known-you-all-my- life greetings 

from total strangers. 

This friendly attitude is for you, 

too, when these personalities are 

selling for you. And, that's why 

WSYR Radio is the greatest soles 

medium in Central New York. 

So you see what happens: 

Personality Power = Sales 

Power for you in the 18- 

county Central New York 

area. 

Instant friends for what 
you have to sell. 



Bill O Oonnell 

SPORTS 



r> 



John Gray 

MUSIC 






Drocon Doubleday 
FARM 




ONSOR '4 NOVKMBFR 1%3 



49 



The Big, New 

Giant of 
Kansas City 




Irv Schwartz, V.P. & Gen. Mgr. 
McGavern-Guild Co. 
Mid-West Time Sales 



Serving the Great Midwest 
2^ Hours a Day 



"In today's atmosphere no single 
station can afford to be a crusader 
.... there are too man\' rivals in 
the market. Aj^eneies know this and 
often play one against the other, " 
he said. "That's just good business, 
and we applaud them for their 
efforts in their client's behalf. As 
a matter of truth, some advertisers 
have the whole system down to 
such a science they know exacth' 
the formula they need and how 
much extra aid they expect per 
dollar spent." 

Hurleigh's remarks are contained 
in the Mutual Newsletter for this 
month. 



NEWS NOTES 

Record sales: \BC Radio has 
racked up $5,787,000 in new and 
renewed business for the third quar- 
ter, which exec v.p. \\'illiam K. Mc- 
Daniel terms "the highest since 
1960, when we changed our format 
and became a profit-making opera- 
tion." Also the network has already 
contracted for 24« more first (juar- 
ter 1964 business than at this time 
last year. Seven of the advertisers 
in the third quarter are new to 
radio: Colorizer (Rippey, Hender- 
son, Bucknum); Certified Car Care 
(Yoimg & Rubicam); Mercury (Ken- 
yon & Eckhardt); Chanel (Norman, 
Craig & Kummel); ReaLemon 
(Lilienfeld); Culf American Land 
(Paul Venze); Wyler Soup Mixes 
(Compton); and A&\\' Root Beer 
(Richard N. Meltzer). 

Reno outlet joins web: KCBN, Reno, 
began active affiliation with the 
CBS Radio Network on 30 October. 
Station operates on a frequency of 
1230 kilocycles with a power of 
250 watts tmlimited time. 

Storcr profits up: Storer Broadcast- 
ing has reported an increase of 
21% in net profits for the third 
(juarter of 1963, o\er the simihu- 
1962 period. After-tax profits for 
the 1963 quarter were $1,067,172, 
or 54. 4(* a .share, compared to $881,- 
553 or 36. 1(* a share in 1962. Net 
profits after taxes of the first nijK> 
months of 1963 were $3,998,826. or 
$1.82 per share, compared to $4,- 
499,918, or $1.85 a share for the 
similar 1962 segment. A spokesman 
Slid the 1963 earnings reflect a 




Ratings we ha\ e aplciitv. Like KELC 
LAND T\'s huge ARB-67% METR( 
SH.ARE." And more homes reached i 
the total Sioux Falls-96 County are 
than on all other tv stations combinet 
But it's the women in those homt 
we're proud of. Stout women, 36-\ca 
old women, niothed\- types, ncwl 
manieds, romantic singles, Laurcnc 
\V'eIk fans. Candid Camera fans, afte 
noon tv watchers — women of all size 
shapes and shopping tastes. KELC 
LAND T\'° delivers more darlinj 
than \'ou can round up on all othi 
channels in this market all pitchin 
together. Want an introduction (sc 
eral hundred thousand of 'em)? Ti 
H-R that Joe Flo\d sent you. 




Chamberlain 



Valentine 



SIOUX FALLS < 
Yankton • IOWA, 



NEBRASKA 



^ ^/^^Afg 



KELOtv • KDLO-tv • KPLOtv 

(int«rcenn«cf*d) 

JOE FLOYD. President 

Evans Nord, Executive Vice- Pres. & Gen. Mr 

Larry Bentson, Vice-Pres. 

Represented nationally by H-R 

In Minneapolis by Wayne Evans 



'Compiled from ARB estimates Audience Su 
morics, Feb. -March '63, 9 o m. to midnight, 7 d' 
a week. 



50 



SPONSOR/4 NOVEMBER IS" 



'TIMEBUYER'S 
CORNER 



■ (!liicaijo agency ap|)<>ints media director: 
Charlotte Tucker li.is JDiiucl [•'.. II. Hiisscll, Mt- 
C.'loskey & Co. as media director. She was form- 
erly associated with the Keystone Broadcasting 
Network, Earle Ludgin & Co., and McCann- 
Erickson. 

■ Becker adds to staff: Fnuices Briwa, formerly 
with Dean L. Burdick Associates, has joined 
Hobert .\. Becker. Inc. (New York), as assistant 
director of media. 

■ New Media director at FuUerton: Jolm T. 
Duiiford has joined J. S. Fullerton (New York) 
as director of media. He was with Wesley Asso- 
ciates, and prior to that with Lambert & Feas- 
ley, Bryan Houston, Inc. Roy S. Durstine, and 
Marschalk & Pratt. 

■ MacMaiuis, John & .\dams names media di- 
rector: John J. Emiis is the new media director 



Mfdia people, what they 
.ire doing, binliiK anil saying 
4 November 1963 



at MacManus, John & .\dams (New Y<jrk). He 
was previously associated with Fletcher Rich- 
ards, Calkins & Holden; Bryan Houston, Inc.; 
and Benton & Bowles. He joined B&B as a 
media bu\er in 1945, after four years' service 
as an aerial combat guinier with the Eighth 
Air Force. .\ native of llonesdalc, Pa., he at- 
tended Columbia University, now resides in 
Queens Village, Long Island, with his wife and 
two sons. 

■ Bu>er joins Cuiuiiiigham & Walsh: Latchczar 
"Lucky" Chistov is now with C]&\\"s (New 
York) media department. His account assign- 
ments have not been disclosed as yet. Lucky, a 
graduate of Colby College, was head buyer for 
Sun Oil at Esty (New York), was previously 
with Bristol-Myers. 

■ Buyer joins Wesley: Ben Carroll is now with 
Wesley Associates (New York) as media buyer 



BILL WHITE: 

from flying to formulas 

Recently appointed a vice president by 
the executive committee of Cumiingham 
& Walsh, Bill White is associate media 
director and manager of the media de- 
partment at the agency. Bill, who joined 
(;&W (New York) in 1953, :uid is respon- 
sible for the development of fonnulas 
for the estimation of desired media com- 
binations for specific audiences, says, 
"my responsibility lies p;irticul;u-ly in the 
area of six)t imd network tv, where I've 
tested formidas on audiences by daypart, 
program t> pe, single and multiple station 
combinations, etc. These have Ix-en 
checked with special tabulations which 
have proven their accuracy." In addition 
to coordinating the agency's media buy- 
ing operation. Bill's particular account 
assignments include J. \. Folger, .\meri- 
can Home Products, Sterling Drug, and 
Block Drug. Prior to joining the agency 
he was broadcast media director of the 
now defunct Pedlar & Ryan agency, and 
timebuver at Benton & Bowles. .\ deft 



composite of verve and reserve, Bill start- 
ed his career at CFRB Radio (Toronto) 
in programing and sales before \\'orld 
War II, interrupted his tenure there to 
join the RC.\F to pilot bombers and Spit- 
fires. He and his wife, Pat, who boast 
they're grandparents, have three chil- 
dren, two sons at home in New Rochelle. 
and a married daughter. 




% 



11/4 NOVEMBER 1%3 



51 



1 
1 



TIMEBUYER'S 
CORNER 



4 November 1963 



(New York) . . . Lever Bros. Dove liquid de- 
tergent for dishes testing with a fairly heavy 
sked of minutes on all tv stations in Denver. 
Agency is Ogilvy, Benson &' Mather {Nevf 
York). 



on various Shulton Products including the Jato 
spray cleaners, diss spray starch, Glisade fab- 
ric finish, Respir-aid room spray, Goodaire, and 
Slug-a-bug. Ben was assistant ad manager of 
the Aerosol Corp. (Boston) before joining Wes- 
ley, previously was broadcast traflBc manager 
with Lestoil (Holyoke) and later worked with 
the Sackel-Jackson agency (Boston) handling the 
Lestoil account. 

■ Gumbinner appoints media director: Gum- 
binner (New York) has promoted Edwin Green 
to the new position of media director. Ed had 
been director of broadcast media since 1961, is 
now in charge of both broadcast and print 
media under department's new set-up. 

■ Testing: Lever Bros. Vim large tablet for 
laundry use currently being tested in upstate 
New York using minutes on all television out- 
lets in Syracuse. Agency, Ogilvy, Benson & 
Mather (New York) . . . P&G's Safeguard de- 
odorant soap, test marketed using four differ- 
ent 60-second spots placed on all tv stations in 
Atlanta starting about three months ago, is now 
being pushed there with seven different com- 
mercial spots. Agency is Young & Rubicam 



■ Noxon using radio: Noxon, the all-purpose 
metal polish, began a six-week schedule of radio 
commercials 7 October in New York and Phila- 
delphia. The spots, totaling 167 weekly, are 
being aired on WOR, WPAT, WMCA, and 
VVNEW in New York; and on WFIL and WIP 
in Philadelphia. Agency is Smith/Greenland 
(New York). 



■ Roman Meal using radio: Roman Meal Co. 
(San Francisco) is running a five-month spot 
radio campaign on 37 western stations to pro- 
mote company's hot cereal. Drice is scheduled 
entirely in morning time slots on stations in 
California, Washington, Arizona, Oregon, Idaho, 
Montana, Colorado, Utah, Texas, and New Mex- 
ico. Agency is Honig-Cooper & Harrington ( San 
Francisco ) . 



TV BUYING ACTIVITY 

^ Schenley Industries' Roma and Cresta Blanca 
wines campaign of nighttime minutes and 20s 
expected to hit the air in a very large number 
of markets early in November. Agency is Clin- 
ton E. Frank (Chicago). 

^ Green Giant campaign of minutes will begin 
in November for an eight-week run. Buyer is 
Bruce McRitchie at Leo Burnett Co. (Chicago). 



SUMNER SPOT FOR SPOT TALK 




GOOD SPOT: At Rockefeller Center in New York City. 
Sumner representatives president Gene Sumner (stand- 
ing) goes over main points of station-market story with 



(Ur) Noel Becker and Herb Blilzsiein, both Compton 
timebuyers; Todd Gaulocher, E. S. Sumner sales lice 
president : Graham Hay, Compton b'cast media supr. 



52 



SPONSOR/4 NOVEMBER 1! 



niiii-rcfiirriMi; loss of $2.56,217. 
Sforcd wlit'ii Storcr disposrcl ot tlu- 
Miami lUach Daily Sun last June. 
\vliil«' (In- U)()2 rariiiiins tr(l«-tt .i 
non-rrniirim; n.iiii ol S<)1 1, t42 liom 
the s.ilc .il W W \ \, \\ li.rliiiw. 

Fin at tlif Fair: W IIAI, \,u ^..rk. 
will hin.idiasl li\f and in sU-rro 
(linct IroMi tin- l»J(>l-H5 Nrw York 
Worlds Fair. Tlu- station and its 
sister mmpaiu. \\TF\I Hrcordinn 
Stiulios. will |)c ptriiianj'iit i-xliihi- 
t«)rs at tlu- Fair, with t-aih company 
ha\inn a coniplrtf and individual 
Sftiij) tor hotli actual broailcaslinii 
and strrcotastiini, and lor compK-tr 
rtvordinu lacilitirs. Ihc studios, 
whicli will also servo as an exhibit 
open to the puhlii. are to he housed 
in the Better Li\ iny Huildint; 
now uuiler eonstruction. Direetinij 
WTF.M's activities at the Fair will 
be Sheldon Mare Harris who has 
been naineil uianaiier of the sta- 
tion's \\ orlds Fair Operation. 

The 4(M) knows: ABC Hadio is luak- 
inu a strong pitch to its affili.ites for 
tip-olfs and coverage of local stories 
with national interest. Idea is to 
keep the networks I'lair licports, 
a i)ro<4rani of live, daily feature 
c"t)veraue ot current e\ents, on top 
of the news with interpretations. 
The plan was proposed to the 4(K)- 
odd affiliates at last Sept«'nib«T's 
tneefinys and since then the net- 
work has a\ erased from 20 to .30 
I)hone calls a week from station 
news directors. MU: Hadio will at- 
tempt to cull closer cooperation 
from the affiliates in this matter b> 
broadcastinu. startinu soon, closed 
ircuit information at regular inter- 
nals to affiliate news directors. The 
)roadcasts w ill contain a complete 
rt on the past weeks Flair 

rports coveram- and specific re- 
liiests for contribution for wsv the 

'lowing week. 

New f,n service: What is reported 

Ih' the first commercial fm station 

' operate in the Kalamazoo area 

^illpo(m theair nevt .\pril. W K\il- 

\I, now reacKiim its e(|uipmi'nt. 

iM duplicate WKMI AMs pro- 

uning until all ecjuipment is in- 

'Iled and tested. W KMI-FM will 

on 106.5 mc. w ith 2-3 kw power. 

itial fm service will b,- from noon 

niidniiiht. 



PONSOR I N,ni MRi K 1%3 



NEWSMAKERS 

lii i(\ viin 1. Ml 1.1. INS. \ii«- presi- 
dent m ch.nne of radio prourams 
for WTIC, Hartford, retires. 

(iiuMi) SiniiwiN and \i;\i. Mc- 
l\inu to produier-directors of 
W l\.S. New York. Mclntire was as 
sistant program matiager and inusi( 
director at \\ Q\'. Pittsburgh. 

Srv^ll^ \. Kvi'i.w to executive 
\ ice |)rc-sitlent of \\ .MF\. lie was 
with Mars liroadcasting as e.xecn- 
ti\«' \ice president. 

CiiAHi.Ls A. l.v M \s<)\ to W HCV, 
Philadelphia, as manager of adver- 
tising and promotion. He was for- 
inerK with \\ B\l.. Bait iin(»r«', in a 
similar capacity . 

Si wi.KV C. Baiui.av and W n 
1,1 \\i HoHKHTS to account executives 
at WMAL. Washinuton. D. C:. Bar- 
cla\ was .ichcrtising and sales pro- 
motion manager for WOL there. 
Hoberts was \ice president of Kal. 
Ehrlich .md Merrick acKcrtisiu'..: 
agencA . 

.Anmionv J. (.oHii-si; to director 
of community affairs for K^W 
Pittsburgh. 

I)a\u) Maui in to account execu- 
tive at \\C:KY, Cincinnati. He was 
sales representati\o with Wallace 
Press Inc., C^hicago. 

Fk\nc:is F. .McCahtiiv to sales 
promotion coordinator for WCi.W. 
Portland. He was an account exec 
utivi' with WOni, Boston jiresi- 
ously. 

HoHKHi H. Pick to assistant gen- 
eral counsel of .Metromedia. He 
was formerly a.sscKiated with the 
l.iw firm of Parker. Ch.i]iin c\ 
Flattau. 

Ki) Dii.i.oN to account executive 
with WIIN. New York. He w.is in 
the sales department of WNFW- 
T\', New York. 

Jack La/\hk to program director 
of WCOP-AM-FM. Boston. He was 
a broadcaster on W NFW'. 

M\Hiv Cmaimo to division m.m- 
ager of the Southeast and middh- 
Atlantic states for World Broad- 
casting. HoDCKH May to Southwest 
division man.i^( r. Midwest division 
manager will be W F. McCi.kna- 

I!A\. 

Bkn (^KDAi.Kiv to research con- 
sultant for the National .\.ssn. of 
F.M Broadcasters. Me has held top 
executive posts with three I<>adinjz 
agencies and was director of re- 
search at .\BC. 




lll)+(F85)f8!l) 
(3ll)=Slll[S 



This is a formulo fhaf Richard Betts, 
Gun-Betts Oldsmobile, has used for 
a long time for successful sales Add 
KONO Rodio (Dial 86) to the fine 
line of Oldsmobiles and continued 
sales success is the total result. Mr. 
Betfs has found that KONO hos the 
receptive adult audience so neces- 
sary for quality automobile sales. 

KONO Radio works for Richard Betfs 
. . . KONO Radio will work for you. 

Don't take our word for it . . . Call 
Richard Betts Co//ect PE 6-1551, 
Area Code 5 1 2. 




860 KC 



5000 WATTS 
SAN ANTONIO 



53 




The Yanks Are Coming 



SYNDIC AT ION 



Leading 



Liberty Mutual, department store, 
banks, utilities, Fels report UA-TV 
programs provide many advantages 

MWY CKirEHiA have been ortered tln()u,u;h the years 
to jiicluie the qiiaHty of a television show. To the 
hst can he added one from Robert Nhittox, Libert)' 
Mutual Insuranee assistant viee president in ehar<4e 
of advertising: "The caliber of the show is reflected in 
the caliber of the co-sponsors." 

Mattox was referring to the new series of six first- 
run specials produced b\ David W'olper and syndi- 
cated b\- I'nited .\rtists TelcNision scheduled to start 
in at least 72 markets within the next 10 days. Liberty 
Mutual has bought half sponsorship of the series in 24 
markets and will be joined b\ such co-sponsors as 
Pittsburgh National Bank, First National Bank of Bos- 
ton, Union & New Haven Trust Co., First National 
Bank in Dallas, liank of New Orleans, and Fels & Co. 
-Add to the list from other markets the Fast Ohio Cas 
Co., Public Ser\ ice Co. of (Colorado, Montana Public 
Power, .McAlpin's department store in Cincinnati, and 
many e(iuall\- important sponsors and the word to de- 
scribe both till- acKcrtisers and the program must be 
"impressi\'e. ' 



54 



The specials, starting with The Yanks Arc Coiitii 
to be shown on or close to Veterans Day, and to 1 
followed at other aj^propriate times b\- December 
the Day of Infatnij. The American Woman in tl 
Twentieth Century, Ten Seconds that Shook tl 
World, The Rise and Fall of American Communis) 
and Berlin, Kaiser to "Khrushchev. ha\e alread\ r 
cei\ed other praise. Frank Morris, manager of tl 
HolKwood Tele\ision Code .\uthority. recently sa 
this in awarding Day of Infamy the N.\B Code St\ 
■"Ma\ we offer our congratulations to you ( Da\ 
W'olper), Marshall Flaum and Pete Johnson for tl 
finest film documentar\ we have e\er seen. 

Sometimes described as "near unique," the W Olp 
series is also provoking acti\ity bv its sponsors w hi' 
promises to bring secondary benefits (be\ ond audien 
promotion ) far in excess of the normal. 

Though it's difficult to establish an\ thing as uui(ji 
there are enough (pialifications to bring the \\ oly 
series clo.se. To begin w ith, the mere manner of haii 
ling the show b\ r.\-T\' offers reasons. Unlike t 
normal half-hour syndicated show which is sold fi 
to station, then to advertisers, the W'olper sales ha," 
been directly to advertisers in more than nine of !• 
instances, according to M. J. Hifkin, L'.\-T\' executr 
Nice president in charge of sales. 



SPONSOR 



N()\ 1 MIU K 




>er to Khrushchev 



Rise & Fall of American Communism 



pr 



fAiul in all casts, tlu' tiim- ilioscii tor broadcast is 
rinu'. with lu'twork prr-cnipfions iinolvcd in the 
verwlu'lininn niajorit\. In only two markets does tlu- 
ir time fall outside 7:30-11 p.m., and in these case.s. 
comes at 6:3;) p